It’s not only the newest drop that has the internet buzzing. The industry is giving us a significant narrative twist with celebrities like Jaden Smith, Pharrell Williams, and even Chloe Malle taking on high-end creative director positions. Is this a brilliant move, or does it indicate that the game is changing, and not in a good way? Let’s open the tea container.
On one hand, this new wave of appointments feels a bit… messy. The fashion world is a highly specialised craft. Think about the countless hours, the meticulous training, and the sheer dedication of designers who spend their lives dreaming of a chance to lead a major house. When a celeb with no formal design background gets the top spot, it’s easy to feel like their talent and dedication are being sidelined for clout. It’s giving “right place, right time” rather than “earned it.” It suggests that a high follower count and a cool aesthetic are more valuable than the hard-won skills of pattern-making and tailoring.
But hold up. The fashion industry isn’t just about the threads; it’s about culture. It’s a business built on narrative and image. And who understands the zeitgeist better than the people who define it? This shift isn’t just about selling clothes; it’s about selling a lifestyle, a vibe, and a vision that resonates with a global, digital-first audience. The old criteria for a creative director are evolving. It’s no longer just about who can sketch the best collection, but who can lead the entire brand narrative, from social media campaigns to runway shows and everything in between.
And let’s not forget the legends who flipped the script. We’re talking about Virgil Abloh, an architect by training, who took over Louis Vuitton menswear and turned it into a cultural phenomenon. Or Hedi Slimane, a photographer and art historian who didn’t attend fashion school but redefined menswear with his razor-sharp silhouette at Dior Homme and Saint Laurent. These visionaries proved that a unique perspective and a deep understanding of culture can be just as, if not more, impactful than a traditional design degree. They didn’t just design clothes; they designed a universe.
Photo illustration by Lorenzo Vitturi for The New Yorker
So, what’s the verdict? Are these appointments a betrayal of true talent or a necessary evolution? Is the fashion industry prioritising celebrity over substance, or are we just witnessing a new kind of genius emerge? It’s an open discussion. Drop your thoughts below. Is it a talent issue, a title issue, or just the game playing out in a new way?
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