For the last few years, seasonless fashion has been on the rise and the global pandemic has definitely fueled the movement. In a typical year, fashion weeks around the world in cities like Milan, Paris and New York, showcase fashion for Spring/Summer, Fall/Winter, Pre-Fall and Resort, but the industry is saying that this model is outdated.

There are many reasons why seasonal fashion cycles may be obsolete. Seasons are not as clearly defined as they used to be and we’re seeing them blend together. Online shopping has allowed customers to buy whatever they want at any time throughout the year, wherever they are in the world. Seasons occur in different cycles, and a global customer wants to buy in-season wherever they happen to be.

The seasonless fashion movement means that fashion brands and designers ignore the traditional fashion calendar and instead focus on releasing collections whenever they feel the timing is right. This allows for pause and creativity. It allows for more relevant and consistent merchandise throughout the year.

Consumers are generally in favour of this approach to fashion for many reasons. Shoppers want to buy timeless and versatile items of quality. They want to move away from buying trends in favour of investing in classic pieces that have longevity.

There is a growing awareness of conscious consumption which means that when it comes to fashion, the focus has started to shift from quantity to quality. Shoppers would rather buy fewer items but of higher quality, or as we say in Italian, poco ma buono – not a lot but good, that can be worn in various ways, and this makes these items timeless and seasonless.

I’ve written on slow fashion in the past and today slow fashion is more important than ever before. Fast fashion is out. And slow fashion is in. Slow fashion focuses on sustainable fashion and being mindful of the design, production and consumption of fashion.

At Gentil Uomo, we have operated seasonless before it was in fashion. Since we opened our doors in 2012, we have deliberately made buying decisions based on quality, longevity and timeless style. And we will continue to buy in this way because we know it is the right approach for us as a business, and more importantly, for our customers.

Alla prossima – until next time. Arrivederci.