The Fashion Industry has become digitalized. Some of the brands have embraced it so greatly that not only are they present on most major social media networks, but they are also doing a terrific job having their audiences fully engaged. However, having a solid and strong creative director these days may be more important than ever before. Let's find out how powerful creative directors really are, or may become.
Magnificent Karl Lagerfeld
If there is a recipe for the best fashion ever, Chanel is its staple ingredient. Why ? Because what would be fashion without the legend in the shape of Gabrielle "Coco" Chanel. She is definitely one of the most important designers of the 20th century. The chain-link quilted handbags and the Little Black Dress continuously dictate trends all over the world.
In 1983, fifty-seven years after Vogue first showed readers Coco Chanel's innovative Little Black Dress, Karl Lagerfeld joined Chanel bringing new fresh energy to the brand.
Quoted in People , Mr. Lagerfeld said: "My job is to bring out in people what they wouldn't dare do themselves."
Classic and luxurious Chanel suit with a nipped-at-the-waist cardigan jacket has been one of the most popular fashion items copied by plenty of manufacturers present everywhere. Lagerfeld keeps the brand stylish by creating splendid cool leather-colored bags, and collections that go far beyond cocktail dresses and tweed suits.
Working at Chanel, Lagerfeld reinvented and revived one of the most important and historic brands in the world. He has been doing it with such a passion and sewn-in success that today Chanel stands out in couture, ready-to-wear, accessories, jewelry, shoes, or fragrances being desired by millions all over the world. Karl Lagerfeld is an undeniable master of reinvention. By 1997, Vogue crowned this multilingual designer "unparalleled interpreter of the mood of the moment."
Lagerfeld proves how versatile he is not only by designing numerous fashion lines, but also by being a photographer, director, illustrator, costume designer, and diet guru. In 2011 his work as a designer, photographer and filmmaker was awarded the Gordon Parks Foundation Award. "I'm so proud, and so very thankful, but I'm never done," said Lagerfeld of the honor.
Successful and Provocative Tom Ford
Tom Ford brought the sexy back to Gucci during his work there in the years 1994-2004. Season after season, he was constantly bringing up sex, reminding us that it creates buzz and sells. He was the author of some controversial fashion campaigns (sexy enough to be banned in some countries) making his fashion memorable.
A luxury fashion brand founded in 1921 by Guccio Gucci was successfully reinvented and revitalized by Ford.
In 2000, Ford took over also at Yves Saint Laurent. Although YSL collectibles were already hot commodities, he managed to create essential objects focusing mostly on accessories. He proved his best designing horn-handled bags and thick-soled sandals.
For four years Tom Ford designed for both brands, making himself arguably the most powerful designer in the world. Bridget Foley of Women's Wear Daily described Ford as "Fashion's boldest, most audacious success story ever."
Design Wunderkind Phoebe Philo
In 2008 Phoebe Philo joined Céline as creative director. LVMH Moët Hennessy - Louis Vuitton offered Philo what she called "a clean slate" - the chance to rebuild the house of Céline. Because of that this position was custom-tailored to Philo's specifications.
Philo's collections for Céline are wearable, modern and minimalistic - simple colorblocked coats and trousers. She truly pioneered the shape of a boxy leather bag - an accessory desired by the fashion- conscious women around the globe.
Phoebe Philo become successfully recognizable not only due to her passion for what she does, but also for delivering minimalistic fashion items loved by Céline's consumers. As Vogue's journalist, Sarah Mower, said "It's the work of a woman working for women."
The New Generation of Creative Directors
Raf Simons for Dior
In 2012 Christian Dior SA confirmed Raf Simons taking the place of John Galliano at Simonsthe French fashion house.
A Belgian designer's first collection for Dior was for the haute couture autumn/winter 2012 season. It was colorful and sharply tailored. As a result it was often worn by the celebrities at the red carpets events.
Dior has been currently spreading through Asia and in emerging markets. That brings even more challenge into Mr. Simons position at the fashion house. Asked about his feelings, he said: "I'm someone who takes responsibility. I'm not an isolated person. The more I connect to people, the more I have the feeling that things work." On what he's trying to accomplish, he firmly answered: "I want to get away from couture just being done for a picture, or for a single moment on the red carpet. I want to try and convince women that couture can be worn in the day and that there's a reality and a relevance there, because that's what Mr. Christian Dior wanted. In my opinion, Christian Dior was never, ever theater."
Julien Dossena for Paco Rabanne
A few days ago the French designer Julien Dossena has been appointed creative director of women's ready-to-wear at Paco Rabanne.Dossena was a senior designer at Balenciaga, where he worked from 2008 to 2012. Because he worked closely with Nicolas Ghesquière, there are some speculations that we will be able to see his influence in Dossena's collections at Paco Rabanne.
Dossena debut spring and summer 2014 collection will be shown in September 2013 during Paris Fashion Week.
Stuart Vevers for Coach
In June 2013 American handbag and accessories brand, Coach, named Stuart Vevers Stuartits new executive creative director. Previously, the British designer was creative director of Mulberry, designed for Bottega Veneta, Givenchy, Louis Vuitton and Calvin Klein. Most recently he worked as creative director of Loewe.
In his new role at Coach, he will be responsible for women's and men's design, brand imagery and store environments. Lew Frankfort, chairman and chief executive officer of Coach, Inc. asked about Vevers' new role, said: "We are extremely pleased that he will be leading our strong creative team already in place, bringing his unique aesthetic and personal style to Coach."
Will the new appointments succeed ? They already have a strong experience, necessary talent and fulfilling passion. They know which steps to take, and which direction to follow. They have trust given by the luxurious fashion houses and a courage to perform their best. They have all the eyes on them.
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