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FLORENCE – Luxury fashion label Gucci says it will shun the “stale” traditional rota of seasonal runway shows in favour of just two annual events in a bid to drastically reduce waste.

The Italian brand, owned by the Kering Group, says the concept of seasonal clothing has become “obsolete” as it encourages the notion that apparel should have a finite life before the next season’s garments take centre stage.

Gucci’s creative director, Alessandro Michele, says: “Clothes should have a longer life than that which these words attribute to them.”

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