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Gucci to live stream a 12 hour-long digital fashion show

‘Epilogue’, the next Gucci collection carries on Alessandro Michele’s effort in reversing traditional fashion rules and perspectives.

As this Monday marks the beginning of first Paris Haute Couture digital week, couture houses have been pushing the limitations in the world today with alternative presentation formats that continue to enchant and delight. To continue in this streak, Gucci has also announced its plans for its next presentation, scheduled on the last day of the inaugural Milan Digital Fashion Week.

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The #GucciEpilogue collection by Creative Director @alessandro_michele will be presented through a unified collection, with the seeds of what will be the near, imminent future. Follow the special live stream from 8:00am CEST on Friday, July 17. A narrative feature will commence at 2:00pm CEST on Gucci.com, YouTube, Twitter, Instagram, Facebook, Weibo, Kakao, the Gucci App and on the @cameramoda official channels. The full event, including a 12-hour live streaming, will be broadcast from 8:00am CEST on Gucci.com, YouTube, Twitter, Weibo and the Gucci App and from 12:00pm on Gucci Facebook. #AlessandroMichele #mfw #MilanoDigitalFashionWeek

A post shared by Gucci Official (@gucci) on Jul 6, 2020 at 9:59am PDT

Set to be presented at 11:30 pm (IST) on 17 July, Gucci shall be showing its latest collection, titled ‘Epilogue,’ through a special 12-hour live stream, during which an exclusive “narrative feature” will be shared. Models of the show, meanwhile, are cast from his design team. Together, they are expected to present a collection that continues to reverse traditional fashion rules and perspectives.

The Epilogue will serve as the final act of the narrative Alessandro Michele began with his Fall/Winter 2020 womenswear show. Titled ‘An Unrepeatable Ritual,’ the show revealed everything that went on behind the curtains at runway shows, paying tribute to those that bring out the magic of fashion: The stylists, seamstresses, makeup artists, hairstylists and more.

Wondering which specific season the Epilogue is meant to belong to? There really is no definitive answer. As according to an earlier announcement in May, Gucci is stepping away from the traditional fashion schedule, and will instead set its own timetable: Presenting only two co-ed, season-less shows per year — a move that is joined by designer peers including Giorgio Armani, Dries Van Noten and Saint Laurent.

Gucci’s 12-hour live stream for Epilogue will be broadcast on several digital platforms worldwide, including Gucci.com, YouTube, Twitter, Weibo, the Gucci App, and Facebook. If you’re looking to just tune in to the “narrative feature”, it will be on air at 5:30 pm (IST) on the same platforms mentioned plus on the brand’s official Instagram and Camera Nazionale Della Moda Italiana’s official channels. Make sure you mark your calendars so you don’t miss it.

This story first appeared on Lifestyle Asia Hong Kong. 

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