Gucci, Balenciaga, Aria
Designer Alessandro Michele acknowledges the applause of the audience at the Gucci Spring/Summer 2020 fashion show during Milan Fashion Week on September 22, 2019 in Milan, Italy.

Happening this Thursday, April 15, Gucci is unveiling creative director Alessandro Michele’s first collection of 2021, entitled Aria. The public can watch the highly anticipated short film on the company’s massively followed social networks as of 5pm GST. Per the luxury fashion label, the event will “be one of the House’s greatest milestone moments,” one that you certainly don’t want to miss, meant to celebrate the iconic Italian brand’s 100th anniversary with a bang.

Gucci hasn’t shared many details about the collection at the time of writing. But even so, one not-yet-confirmed bit of info is spreading across the internet like wildfire: fashion aficionados are convinced that Aria is a collaboration with Balenciaga and its creative director, Demna Gvasalia. The fashion house is a sister brand to Gucci under their parent company, Kering.  Business of Fashion was the first to matter-of-factly report about the collab on Monday, April 12, noting that the rumour’s source stems from Italian market reports.

Last May, Michele announced his decision to go seasonless in favour of a new, non-traditional model. “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call,” he wrote in an Instagram statement. “We will meet just twice a year, to share the chapters of a new story. Irregular, joyful, and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes, and communication platforms.”

Neither Gucci nor Balenciaga has confirmed the news at the time of writing, and per Women’s Wear Daily, both declined to comment. Check back as the story develops for more information.