As a result of the information explosion in the digital age, Creative Directors – who used to stand behind the limelight to take care of each collection, are now more exposed to the public. They act as “business influencers” to lead the brand closer to the public.
In the age of social networks and the creative director must also become an influencer
In 2022, the fashion hub is a joint stand for creativity and communication. In interviews with the press, expert Floriane de Saint-Pierre mentioned the term “attention economy”. Attention is like a resource, the more resources a person owns – the Creative Director in this case – the better for the brand.
The best example of “attention economy” is Yeezy – the brainchild of Ye. According to Business Insider, Yeezy once ranked ninth on the list of “most attractive brands” voted by Business of Fashion and the commercial site Lyst. Ye’s career cannot be without Kim Kardashian! And he took advantage of his ex-wife – a “mega influencer” to attract media attention in the Ye season 6 collection. It was the exaggerated media campaign that caused the demand to search for Yeezy to spike by 45%.
Not only Yeezy, Ye’s “noisy” handshake with brands like Adidas or Balenciaga also brought great profits. For example, Adidas made $1.7 billion in 2021 alone, thanks in part to Ye’s reputation. The fashion playground is also witnessing the encroachment of true KOLs such as Gigi Hadid and Elsa Hosk with two brands, respectively, Guest in Residence and Helsa.
From the above success stories, fashion experts believe that the criteria for selecting creative directors have changed. Specifically, the addition of three factors: influence, network, and community connectivity. The appointment of Maximilian Davis to the “hot seat” at Salvatore Ferragamo is a prime example of the importance of these “qualities”.
Davis is a “talented youth” designer who was once rated as the most promising name at London Fashion Week. With Salvatore Ferragamo’s reputation showing signs of faltering, the arrival of Maximilian Davis with a “contemporary sensibility” is expected to reposition the brand based on its long-standing heritage.
The strong development of any brand depends a lot on the influence of the leader. However, objectively, not just dominating in popularity, that designer will create a memorable period in his tenure. Former creative director Clare Waight Keller – whose portfolio sparkles with top names like Gucci, Ralph Lauren, Chloé, etc., has not been able to bring Givenchy a transformation in both revenue and reputation as the way it did. that Matthew Williams is showing.
If Ye and other KOLs leverage their influence to convert to revenue, designers like Gabriela Hearst or Jacquemus use personal fame as a catalyst for rebranding. Gabriela Hearst – the name associated with sustainable fashion has helped Chloé become a “greener” brand when coming under this roof. Master of storytelling – Jacquemus has tied his personal life to his own brand of the same name, co-existing in parallel and seamlessly.
Either way, we have to admit that the “high rise” of fashion brands is increasingly interested in designers who have inspirational stories or lots of content that can be exploited in the media. Just like Daniel Lee – who has revived Bottega Veneta in just 3 years and will continue to write the story for Burberry has made the brand’s stock “slightly up” 4.5%.
People talk a lot about the DNA of fashion houses, but in order for that identity to continue to be maintained and admired by fashion fans, “content” is for discussion and curiosity as a spiritual food. indispensable. A skilled, well-known Creative Director can determine the success or failure of a brand living in a world dominated by the attention economy.
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