Gucci will not be showing at Milan Fashion Week this September, as it usually does, and will instead be temporarily relocating to Paris. The move is part of the Italian house’s three-part homage to France.
The show – which will take place in the evening on the 24 September – will be staged at the Théâtre Le Palace in the French city. It will mark the first time that a fashion house has staged a show at the location.
According to the press release, Gucci chose the location of the Théâtre Le Palace because “it resonates with the vision of the house as it is a venue that gave life to a subculture that has inspired young generations up until today”.
Gucci’s homage to France began in January with its pre-autumn/winter 2018 advertising campaign which remembered the May 1968 student protests in the French capital. Then, for the label’s cruise 2019 collection, Gucci staged a show at the ancient site of the Promenade Des Alyscamps in Arles, France.
Gucci is not the only fashion house to be uprooting for a special occasion. Victoria Beckham – who has always shown in New York – will be hosting a special show on the London Fashion Week schedule in celebration of her brand’s 10th anniversary.
This article originally appeared on Harper’s BAZAAR UK.