Gen Z, unlike previous generations, is sceptical of fashion designers’ celebrity status and demands responsible action alongside artistic expression
More than ever, the fashion world thrives on the ongoing saga of high-profile changes in creative directors, much like a game of musical chairs among some of the most established brands.
From surprise exits to highly anticipated arrivals, the stakes are high, and the buzz is constant. But does Gen Z—the new demographic that is reshaping the luxury culture with their own values and expectations—really care about who holds the reins? Or is this internal drama just a minor detail in the grand landscape of high fashion?
Fashion’s Game of Thrones: What’s Driving the Movement of Creative Directors at Luxury Houses?
Creative director reshuffles have become headline-grabbing events, sending shockwaves through fashion’s elite circles and keeping the fashion world on edge.
Virginie Viard’s exit from Chanel marked the end of an era, leaving room for speculation until Matthieu Blazy was announced as her successor.
Visualizza questo post su Instagram
At Valentino, Pierpaolo Piccioli stepped down after redefining the brand for a new generation, paving the way for Alessandro Michele, known for his role in Gucci’s maximalist resurgence.
Meanwhile, Louise Trotter has risen to prominence at Bottega Veneta, a brand previously led by Matthieu Blazy. She is poised to contribute her perspective to the ongoing narrative of quiet luxury.
Visualizza questo post su Instagram
And what about the departure of Proenza Schouler’s founders, Jack McCollough and Lazaro Hernandez, from their creative leadership? Will the designers move to Loewe while Jonathan Anderson, still the creative director at Loewe, transitions to Dior?
While these changes fascinate fashion insiders and critics, Gen Z’s reaction focuses not on the drama but on the implications of these moves. For a generation that values transparency, authenticity, and purpose, these creative transitions need to signify more than just a new aesthetic. They must embody the values that are most important to them.
What Really Matters to Gen Z?
For Gen Z, creative director changes are less about who’s at the helm and more about what the change represents.
This generation isn’t rushing to understand the details of a designer’s resume; they’re asking deeper questions: Does this brand’s vision align with modern values? Is it pushing boundaries or just recycling old ideas with a new face? Does the new leadership prioritise inclusivity, sustainability and cultural relevance?
Unlike previous generations, who may have idolised designer celebrities, Gen Z is sceptical about placing anyone on a pedestal. They demand action, not just art. For example, Alessandro Michele’s tenure at Gucci resonated not only because of his bold designs but also because he made the Kering-owned brand a symbol of self-expression, individuality and inclusivity. If the appointment or departure of a creative director doesn’t further these ideals, Gen Z will likely ignore it.
Why Gen Zers Put Responsibility and Values Above Designer Vanity
For Gen Z, fashion goes beyond luxury and exclusivity; it’s centred on meaning and storytelling. They are more likely to pay attention to a change in a brand’s creative director that signals innovation or progress than a simple change of high-profile names.
This generation is keenly aware of fashion’s power to shape social narratives and is closely watching whether brands are using their platforms responsibly.
View this post on Instagram
The drama surrounding creative directors might be fun to watch, but for Gen Z, the focus is not on the drama itself; it’s on the outcomes. If new leadership signals that a brand is becoming more inclusive, environmentally conscious or culturally aware, that’s a win. However, if it’s just business as usual with a different face at the helm, it’s unlikely to move the needle for this discerning audience.
How Does a Creative Director Need to Be a Cultural Leader Today?
The constant shuffling of creative directors highlights the volatility of the fashion industry, but Gen Z isn’t impressed by the spectacle. They look beyond the glitz and glamour, focusing on the collections and their broader implications instead. Are brands genuinely evolving to meet the demands of a rapidly changing world, or are they trapped in a cycle of aesthetic experimentation without real substance?
Fashion houses need to recognise that for this generation, a creative director is more than an artistic visionary: they are a cultural leader and a symbol of what the brand stands for. If that symbol doesn’t align with the values of Gen Z, any drama, no matter how juicy, will fall flat.
The Fashion Musical Chairs Drama Must Evolve Into Progress
The luxury musical chairs drama, aka the Game of Thrones of fashion, will undoubtedly continue, with creative directors vying for influential positions at prestigious fashion houses. But the real twist is that audiences have changed.
View this post on Instagram
Gen Z, with their unwavering commitment to values and authenticity, aren’t simply drawn to spectacle; instead, they want to see how drama can lead to progress for the industry, culture, and the planet.
So, while the industry may focus on waiting for every announcement, Gen Z is posing a bigger question: Does it really matter?
Laetitia El Hajj
Master in Fashion Promotion, Communication & Digital Media, Paris