Gucci will not adopt the new fw calendar

While the industry insiders praise unanimously the new calendar embraced by Burberry, Vetements, Paul Smith and Tom Ford, François-Henri Pinault – Kering Group’s CEO – expressed his disapproval towards the see now-buy now philosophy behind it. The magnate declared that the immediate purchase of the collections "negates the dream of luxury”, which is also to find in the wait for the release of the items in store, increasing the consumer’s desire.

Observing the growth registered by Gucci in the past months, we can’t blame him. Despite the wait which has separated the fashion shows from the release of the products, under Alessandro Michele’s creative direction the brand has known an unprecedented success. According to Pinault’s evaluation: you never change a winning formula.