Beginning from 2017, Gucci creative director Alessandro Michele will integrate women’s and men’s fashion shows together, he is planinig to present one unified collection on the runway each season. The first integrated show will be staged at Gucci’s Milan FW F/W 2017/18.

“It seems only natural to me to present my men’s and women’s collections together. It’s the way I see the world today,” said Michele in a statement. “It will not necessarily be an easy path and will certainly present some challenges, but I believe it will give me the chance to move towards a different kind of approach to my story telling.”

Gucci brand head managment consider that tese changes much more effective than trendy nowadays “see now, buy now” sell strategy and they hardly continue to show its collections months before they go on sale in stores.

President and CEO of Gucci – Marco Bizzarri made the initial announcement of the move at the 2016 New York Times International Luxury Conference in Versailles about direct-to-consumer show strategy, he told: “We will work closely with Italy’s Camera Nazionale della Moda on “reinforcing the Italian fashion system” to maintain the “see now, buy later” system.