The evolving role of the fashion creative director – Glossy.co

The fashion creative director for many years had a fairly simple job description: to oversee the design and aesthetics of the brand, with a focus on product.But over time, particularly in the last five years, that role has become much more amorphous. Creative directors are expected to shape a brand’s entire presence, including the look and feel of fashion shows and marketing. For those who are also brand founders, the role ensures control over big business decisions. Meanwhile, for others, the title translates to being the public face of the brand on social media; widely collaborating, on behalf of their brand or independently; or putting their creative prowess to use in areas outside of fashion, like music, design, art and architecture.  The shift has meant that fashion brands are increasingly seeking creative directors with larger public presences and far-ranging visions. Creative directors like Kim Jones at Dior, Alessandro Michele at Gucci and Matt Williams at Givenchy typify this new generation of young creative directors with eclectic visions who can speak to a younger audience. The collaborative, wide-open nature of modern fashion, as well as the dominance of social media, has led to creative directors needing to wear many hats at…
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