The pandemic was only two months old when a big question arose in fashion: What is the point of the fashion shows?

Some designers announced that they would not show anything in the following season, September 2020.

Others took a more radical approach: The Belgian Dries Van Noten has not returned to the traditional show format to this day.

And of all people, Alessandro Michele, chief designer at Gucci, who had experienced a meteoric rise in the five years before thanks to his fantastic staging on the catwalk that is reliably scheduled every six months, let it be known that he wanted to say goodbye to one of the world's top-selling brands.

He wants to show Gucci in the future when he feels like it.

Fashion metropolis Detroit?

Jennifer Wiebking

Editor in the "Life" section of the Frankfurter Allgemeine Sonntagszeitung.

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He is not alone in this.

The luxury group Kering, owner of Gucci, made itself rare with its brands in the past fashion weeks.

With the exception of Saint Laurent for fashion week in Paris, Alexander McQueen showed off the fashion week calendar two weeks ago in London.

Bottega Veneta presented on Friday last week in the fashion metropolis Detroit.

That was almost even more absurd than the last show of the Milanese brand: in the middle of the lockdown in April in Berlin, including an illegal after-party in the Soho House.

The Detroit event wasn't exactly the social media event either, one of the raison d'être of a show today.

There were just eight entries on Instagram under the hashtag “bottegavenetadetroit”.

A few more guests have already come, many by plane.

There is no question that people need to keep traveling for business too.

If there is no other way, also by plane.

But for a single show?

What if many other designers show together in the same place on the occasion of the fashion weeks?

Catwalk or screen?

But Milan and Paris are not America, and that doesn't seem to be unimportant for European brands.

Those of the fashion people who can and want to fly to Los Angeles next week.

For Alessandro Michele, now must be the right time for a live show on Tuesday with Gucci.

The brand has rented Hollywood Boulevard for this purpose.

There will probably be a little more fuss than at Bottega Veneta in Detroit, and yet it will be less than the other major Gucci event in a few weeks' time - the film "House of Gucci", which will also be released in Germany from November 25th Cinemas can be seen.

In comparison, a fashion show doesn't mean much.