The Revolving Door of Fashion

The cycle of the ever-changing Creative Directors- let's talk about it.

What you need to know:

Creative Directors decide the overall look, style, and vision of a brand— designing collections, overseeing campaigns, and essentially shape how the brand is seen by the world.

Brands that have changed creative directors in 2024 alone:

Chanel, Bottega Veneta, Valentino, Missoni, Celine, Maison Margiela, Tom Ford & that's just off the top of my head... Creative directors used to stay with one single fashion house for decades. Right now, the average is around 5 years or less.

Now, how this effects you:

High-end brands set the tone for trends, and constant changes in creative direction lead to faster trend cycles. Remember Miranda Priestly's monologue in The Devil Wears Prada about Andy's cerulean sweater? That's what this is. Mass retailers resort to fast-fashion production to keep up with these trends— think overconsumption.

When Creative Directors stay with a brand for an extended period, it allows them to fully explore and develop the vision they have for the brand. This is what resonates with consumers. Karl Lagerfeld at Chanel is an example of how longevity can create iconic collections, designs, and that strong emotional connection between the brand and its audience. The double C logo you see on all of the handbags & clothing? He's the one to thank for that.

At the end of the day, the constant turnover in high-end fashion houses drives a cycle of change that can often feel transactional rather than like genuine creativity and connection they once had. It robs brands of this sense of "specialness" and artistry that makes it more than just clothing, and seemingly turns it into a revolving door of fleeting trends instead of the cultural touchstone it once was.