This is a truly popular question here at SO, but none of the many answers I have looked at, clearly explain what this error really mean, and why it occurs.
One sour
In my case, update the pip versión after create the venv, this update pip from 9.0.1 to 20.3.1
python3 -m venv env/python
source env/python/bin/activate
pip3 install pip --upgrade
But, the message was...
Using legacy 'setup.py install' for django-avatar, since package 'wheel' is not installed.
Then, I install wheel package after update pip
python3 -m venv env/python
source env/python/bin/activate
pip3 install --upgrade pip
pip3 install wheel
And the message was...
Building wheel for django-avatar (setup.py): started
default: Building wheel for django-avatar (setup.py): finished with status 'done'