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The time when a couturier remained inseparable from his brand seems well and truly over. If Coco Chanel remained the mistress of her collections until her death, and today an exceptional figure, Paul Smith, is still the director of her fashion house created more than 50 years ago, this is not the case for Christian Dior, who only remained at the head of his house for ten years, succeeded by Yves Saint-Laurent and Marc Bohan, giving rise to a truth that has never ceased to be verified ever since: a brand is stronger and therefore more enduring than its creator.
It seems interesting to ask the question of the place of the artistic director in fashion houses. Indeed, this profession seems, since a few years, in the midst of change.
The superstar and all-powerful artistic director
The major trend in fashion houses has long been to give first place to the artistic director, whether or not he is the creator of the brand. This trend was taken to extremes at GUCCI with Tom Ford in the early 1990s.
The fashion designer is no longer just a stylist but an almost all-powerful decision-maker, present at all levels, from communication strategy to store decoration, something Alber Elbaz lamented when he left the LANVIN house in October 2015.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_cta h2=”Find the full article on magazine.luxus-plus.com” txt_align=”center” add_button=”bottom” btn_title=”READ MORE !” btn_style=”3d” btn_color=”black” btn_size=”lg” btn_align=”center” btn_button_block=”true” btn_link=”url:https%3A%2F%2Fmagazine.luxus-plus.com%2Fthe-artistic-director-in-fashion-a-profession-in-full-mutation%2F%3Flang%3Den|||”][/vc_cta][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]Featured Photo : Tom Ford © Press[/vc_column_text][/vc_column][/vc_row]
