In today’s fast-paced, image-driven fashion landscape, one title seems to be on every brand’s lips: Creative Director. Once reserved for luxury houses and elite ateliers, the role has now permeated the entire industry—from high-end couture to high-street chains and niche brands—becoming the linchpin in storytelling, branding, and consumer engagement.

But what’s behind this booming obsession with creative directors? Is it a marketing strategy, a business necessity, or simply a reflection of the digital age where visuals reign supreme?

A New Era of Brand Storytelling
Traditionally, designers were the visionaries behind a brand’s collections. But in recent years, as storytelling has become an indispensable part of connecting with consumers, brands have realized that having someone at the helm to guide not just product design but the narrative around it is crucial.

“There’s a big elevation trend in the industry — to become a bit buzzier, a bit more relevant,” says Achim Berg, founder of FashionSights. “People love to present themselves in a bigger way and this is reflected in the role of a creative director.”

Whether it’s heritage labels like La Martina, or unexpected players like Ray-Ban tapping American rapper A$AP Rocky as its first-ever creative director, the move signals ambition—and more importantly, reinvention. These brands aren’t just selling clothes or accessories anymore; they’re selling an identity, a mood, a lifestyle.

Moving Beyond the Product
Karen Harvey, founder of a top New York-based consulting firm, sees the rise of creative directors as a response to shifting consumer expectations. “A brand is going to hit its ceiling when the focus has been purely on clothes,” she notes. “Today’s fashion customers are more discerning—they want to know what a brand stands for.”

That’s why creative directors are being tasked not only with aesthetics but with shaping the cultural and emotional resonance of a brand. For instance, John Skelton’s appointment as cultural and creative director at EBIT isn’t just about designing clothes; he’s crafting a conversation around mental health, underscoring how fashion can intersect with broader societal narratives.

The Power of Personalities
Let’s not forget the magnetic pull of personality. The fashion world is fascinated by who’s in and who’s out—memes of creative director appointments and firings go viral within hours. When Adrian Appiolaza joined Moschino in early 2024, his Instagram following quadrupled within months, indicating how the role can instantly catapult someone into the public eye.

This visibility benefits both the individual and the brand. According to social analytics firm ListenFirst, there was an 18% spike in conversations around creative directors in 2024 compared to the previous year.

“A recognizable name brings attention. Whether it’s a celebrity or a seasoned designer, the role becomes a way to generate buzz and rekindle interest,” says Berg.

Risks and Rewards
However, this strategy isn’t without its pitfalls. Appointing a creative director often introduces a new hierarchy—shifting power from merchandising and buying departments to a more vision-led approach. And if the new direction veers too far from the brand’s roots, it could alienate loyal customers.

“If the first two or three collections don’t hit, it’s hard to pull back,” warns Harvey. “It’s a calculated risk.”

Why ‘Creative Director’ Is Fashion’s Favorite Job Title

Moreover, internal resistance can brew. Long-standing employees may feel disconnected from the brand’s evolving vision. That’s where leadership and communication become key. A creative director must not only inspire the public but also align internal teams with a cohesive vision.

High Street’s Creative Evolution
Perhaps the most surprising shift is how mainstream retailers are now embracing the creative director model. Once the stronghold of luxury fashion, this role is now being adopted by names like Eddie Bauer, Etam, and & Other Stories. These companies are using creative leadership to differentiate themselves in a crowded market.

Take Jonathan Saunders at & Other Stories, for example. As chief creative officer, his job isn’t just to design—it’s to shape how the brand expresses itself “across all touchpoints,” from online content to in-store experiences.

Mary Gallagher, a consultant at Find executive consulting, believes this is more than just a trend. “The best creative directors don’t just design—they curate. They steer the tone, revive archives, and innovate through collaboration.”

Why Now?
Why this sudden boom in interest? Partly, it’s a reaction to the softening luxury market. With price hikes slowing consumer spending—what HSBC dubbed “greedflation”—mid-tier and high-street brands see an opportunity to grab attention and loyalty. And they’re doing it through storytelling, identity, and fresh vision.

There’s also a historical thread to consider. According to fashion historian Tony Glenville, the title “creative director” emerged in the late ’70s alongside the globalization of fashion. As brands expanded, they needed a clear voice to keep everything consistent—from advertising campaigns to color palettes.

Today, that role is more important than ever, especially in the age of TikTok, Instagram, and 24/7 content. As Glenville puts it, “It’s all about keeping everyone on message.”

The Future of Creative Leadership
So, what’s next? Experts agree that success for creative directors lies in balance—staying close to the business side while protecting the creative core. They must understand data, consumer trends, and digital platforms, but also maintain the emotional and artistic soul of fashion.

“Bringing in a creative director signals the brand wants to distinguish itself,” says Gallagher. “It’s about more than just a new collection. It’s about curating an experience.”

In the end, as fashion becomes more intertwined with culture, politics, and digital media, the role of the creative director will only grow in importance. In a world where style is storytelling, they’re the ultimate narrators

 Against the majestic backdrop of the Arabian Sea and the historic Gateway of India, British fashion house Vivienne Westwood made a powerful debut on Indian soil this week, unveiling a couture collection rooted in Indian handloom traditions. The show marked a striking confluence of global design and local craftsmanship, with khadi and chanderi—two of India’s most iconic textiles—at the heart of a 60-piece collection that celebrated heritage, sustainability, and innovation.

Hosted in collaboration with the Department of Textiles, Government of Maharashtra, and Viz Fashion School Pvt. Ltd., the event drew the city’s elite, along with Bollywood’s fashion-forward stars, to the rain-slicked and scaffold-draped monument. While the temporary construction couldn’t dampen the energy, the weather added an unexpected element to the evening. A passing rain shower misted the audience as they sat in the humid Mumbai air, eager for a glimpse of Vivienne Westwood’s spring/summer 2025 collection.

The collection was a striking blend of textures and silhouettes, honouring Indian heritage while staying true to Westwood’s bold aesthetic. Using khadi—once a symbol of India’s independence movement championed by Mahatma Gandhi—and chanderi silks sourced from Madhya Pradesh, the garments reflected the evolution of Indian textiles. From crisp white muslin to deep violet raw silks and sand-toned Muga, every piece was designed to showcase the soul of the fabric, whether through sharp tailoring, graceful drapes, or dramatic sculpting.

“This show isn’t just about fashion—it’s about philosophy, story, and shared history,” said Carlo D’Amario, CEO of Vivienne Westwood. “Celebrating khadi is like celebrating the spirit of Mahatma Gandhi. In a world chasing artificial change, these fabrics remind us of what’s pure and essential.”

D’Amario, deeply moved by his past travels in India, called the event a dream realised. He had long envisioned staging a show that would connect Westwood’s enduring commitment to craftsmanship with India’s rich textile legacy. The result was a show that fused the ethos of the East with the punk-tinged elegance of the West.

Among the crowd were celebrities who embraced the collection’s eclectic spirit. Kareena Kapoor Khan, Janhvi Kapoor, Bhumi Pednekar, Aditya Roy Kapur, and Manushi Chhillar were among those who dazzled in customised Westwood looks. One of the most striking ensembles of the evening came from Radhika Merchant Ambani, who blended cultures effortlessly by pairing a Westwood archival corset with a bespoke sari. Designer Manish Malhotra, too, showed support by donning the British label.

Behind the collection was a long and intricate journey. According to Dr. Arti Rai, founder and director of Vivz Fashion School, the seeds were planted two years ago during a conversation with D’Amario. “He was very clear: he wanted khadi, and he wanted the Gateway of India,” she shared. The collaboration involved months of engagement with Khadi India, the Khadi board, and Aaranya in Gwalior, ensuring authentic sourcing and direct benefit to artisans.

Vivienne Westwood Brings Indian Textiles to Life at the…

Aaranya’s founder, Maharani Priyadarshini Raje Scindia, played a crucial role in connecting the brand with weavers in Chanderi, helping bridge the gap between centuries-old traditions and contemporary couture. “They didn’t just want the fabric—they wanted the story, the history, the people,” she noted. “There were real conversations, real meetings with artisans. It was about empowerment as much as aesthetics.”

The result was a subdued elegance—cleaner lines, fewer motifs, and natural dyes that allowed the fabric to speak for itself. While chanderi’s delicate weave can be difficult to manipulate, Westwood’s atelier managed to create dramatic gowns inspired by Victorian silhouettes, reshaping Indian textiles into international high fashion.

“It’s not an easy fabric to work with,” Scindia said, “but to see it transformed into structured gowns was eye-opening. The results were both experimental and deeply respectful.”

The absence of creative director Andreas Kronthaler, Westwood’s widower, was felt but not dwelled upon. In many ways, the show was a homage not just to India, but to the legacy of Vivienne Westwood herself—her commitment to sustainability, her rebellion against conformity, and her reverence for heritage.

Kareena Kapoor Khan captured the evening’s sentiment perfectly in her remarks after the show: “Indian craftsmanship has always made waves globally. But to see a brand like Vivienne Westwood come here and not just show, but collaborate meaningfully with our textiles—it’s a very proud moment. This feels like the beginning of something much bigger.”

Indeed, the momentum may just be starting. While Western brands have historically eyed India with cautious curiosity, recent high-profile shows—first Dior, and now Westwood—signal a shift toward more authentic engagement with Indian artistry. However, some experts caution that fashion is still a niche space in India’s luxury market, dominated largely by beauty, fragrances, and accessories.

“India is a growing market, but the footprint for luxury fashion is still small,” noted Pankaj Renjhen, joint managing director at Anarock Retail. “This kind of collaboration is great for storytelling and market testing—but there’s still a long journey ahead.”

Nevertheless, D’Amario remains optimistic. When asked about future plans, he hinted, “This was just the beginning. We need to do something more, together. Very soon.”

And with that, Vivienne Westwood has firmly planted a flag on Indian soil—not just as a guest, but as a brand ready to collaborate, celebrate, and co-create with the subcontinent’s extraordinary textile legacy.

In a rare behind-the-scenes glimpse, Chanel has opened the doors to one of its premier leather goods factories in Verneuil-en-Halatte, France. This move, part of the luxury brand’s strategy to highlight the artistry behind its famed handbags, comes in response to market challenges, including fluctuating luxury spending and scrutiny over rising prices. The $10,000 price tag of Chanel’s classic flap bag has long sparked curiosity, and now, the brand is shedding light on what justifies its cost.

A Legacy of Craftsmanship

Chanel’s classic handbag is one of the brand’s most revered creations, standing alongside its No. 5 perfume as an enduring symbol of luxury. Bruno Pavlovsky, president of Chanel SAS, emphasizes the importance of showcasing the skill and dedication involved in crafting each piece. While Chanel has long relied on a mix of independent suppliers and in-house production, it now manufactures two-thirds of its bags in company-controlled factories, ensuring strict quality control and preserving artisanal expertise.

Unlike competitor Hermès, which operates solely through its own workshops, Chanel maintains long-standing partnerships with independent manufacturers. This balance, Pavlovsky explains, helps the brand remain attuned to market trends while safeguarding traditional techniques.

Inside Les Ateliers de Verneuil-en-Halatte

The Verneuil-en-Halatte facility, a key production site an hour and a half from Paris, embodies Chanel’s commitment to sustainability and excellence. Established in 1990 and relocated to its current state-of-the-art premises in 2021, the 270,000-square-foot factory operates with an emphasis on environmental responsibility. Solar panels contribute to its energy supply, while spacious, well-lit workshops provide optimal working conditions for the 470 artisans employed there.

The production process of Chanel’s 11.12 handbag—a modern take on the 2.55 design introduced by Coco Chanel in 1955—unfolds across 180 meticulous steps. Unlike Hermès, where a single artisan crafts an entire bag, Chanel employs a collaborative approach, with around 30 specialists contributing to each piece. Artisans specialise in various stages, from cutting and assembling to finishing touches like braiding the signature leather-and-chain strap.

Inside Chanel’s Leather Atelier: The Craftsmanship Behind

Training the Next Generation

With craftsmanship at its core, Chanel invests heavily in training new artisans. The on-site training school at Verneuil-en-Halatte accepts ten apprentices at a time, providing hands-on education under the guidance of experienced mentors. Employees, who range in age from 18 to 65, often come from diverse backgrounds, including former florists and carpenters seeking a career shift. To counteract industry-wide labor shortages, Chanel recruits both young talent and individuals looking for mid-career transitions, aligning with broader employment initiatives in France.

The brand’s efforts to maintain a skilled workforce reflect a broader shift in employee expectations post-pandemic. Pavlovsky acknowledges that younger artisans demand better wages and flexible work conditions, factors Chanel must accommodate while upholding its commitment to quality.

Sourcing and Sustainability

Each Chanel bag is crafted from carefully sourced materials, with leather originating from traceable, sustainable supply chains in France, Italy, and Spain. The Verneuil-en-Halatte workshop houses an extensive materials archive, including 900 leather and fabric references and over 1,100 types of hardware and thread. Leather offcuts are repurposed for prototype development and shoe production, aligning with Chanel’s sustainability goals.

Beyond production, the facility features a dedicated research lab where materials and finished products undergo rigorous testing. A repair workshop ensures longevity, restoring well-loved bags, including those that have endured the wear and tear of daily life.

Bridging Heritage and Innovation

Chanel’s dedication to craftsmanship extends beyond tradition to continuous innovation. The design workshop at Verneuil-en-Halatte works closely with Chanel’s creative teams in Paris to develop seasonal collections, often incorporating novel materials like tweed and embroidery from the brand’s specialised craftsmanship hub, Le19M.

This commitment to fashion-driven leather goods sets Chanel apart. The workshop produces eight collections annually, keeping pace with Chanel’s ready-to-wear designs. Recent launches, including the 25-bag, have been backed by high-profile campaigns featuring global icons like Dua Lipa and Blackpink’s Jennie Kim.

The Future of Luxury Pricing

Chanel’s pricing strategy has been a topic of debate, with the Medium Classic bag rising from $5,800 in 2019 to $10,800 in 2025. The brand attributes these increases to inflation, raw material costs, and global price harmonisation. While the euro price is adjusted annually, currency fluctuations also play a role in determining costs worldwide.

Looking ahead, Chanel plans to enhance transparency further with digital product passports. These will provide consumers with detailed information on a product’s materials, origin, and environmental impact, in line with new European Union regulations. This initiative underscores the brand’s evolving approach—preserving heritage while adapting to modern expectations.

A Glimpse into the Future

By opening its doors, Chanel is not just revealing the intricacies of its craftsmanship; it’s reinforcing the value behind its luxury pricing. As the fashion landscape shifts, the blend of tradition, innovation, and transparency will define the future of high-end leather goods. Chanel’s timeless handbags remain a testament to the artistry and dedication that elevate them beyond mere accessories into the realm of iconic investment pieces.

Brigitte Macron, the First Lady of France, accompanied her husband, President Emmanuel Macron, as they welcomed King Frederik X and Queen Mary of Denmark for a grand state banquet at the Élysée Palace in Paris. The Danish monarchs are in France as part of the “Denmark – France: Partnering for a Resilient Europe for the Future” initiative, where discussions on renewable energy, cultural collaboration, and other diplomatic matters are taking center stage.

For the distinguished evening, Brigitte Macron exuded sophistication in a royal blue column gown that featured sheer sleeves and delicate shimmering embellishments. Her choice of attire continued her well-known preference for blue hues, adding a refined yet modern sparkle to the ensemble. The elegant gown was adorned with strategically placed sparkling accents across the bodice, while the lower half showcased an intricate embroidered pattern, adding a regal touch to the outfit. The long sleeves were further accentuated with silver glittering details along the cuffs and hemline, lending a contemporary elegance to her look.

Complementing her attire, Macron opted for pointed-toe metallic silver heels, which subtly enhanced the shimmer of her dress. She accessorized minimally, selecting only a pair of striking statement earrings while foregoing other jewelry to allow her gown to remain the focal point of her ensemble.

Her hairstyle for the evening was a sleek chignon, with a few delicate strands framing her face, adding softness to her structured updo. Her makeup featured a refined smokey eye paired with a neutral lip color, ensuring a polished and timeless look.

The state dinner also saw a stunning contrast between the fashion choices of France’s First Lady and Queen Mary of Denmark. The Danish Queen opted for a more traditional yet equally elegant ensemble, wearing a high-waisted voluminous skirt adorned with cascading floral patterns. She paired this with a white blouse that featured a high neckline, delicate embroidery, and billowing sleeves cinched at the cuffs, presenting a graceful and regal aesthetic.

Brigitte Macron’s latest appearance further solidified her signature style, which often includes an affinity for blue hues. Whether attending formal events or opting for chic business attire, she consistently incorporates this classic color into her wardrobe, reinforcing her reputation for timeless elegance.

This grand diplomatic event was not only a showcase of international relations but also a platform for refined fashion statements. Brigitte Macron and Queen Mary of Denmark each brought their own distinctive styles to the evening, embodying grace, poise, and sophistication.

Gucci has once again paid homage to its long-standing heritage in silk craftsmanship through a striking new campaign. Featuring award-winning actress Julia Garner, the “Keep It Gucci: The Art of Silk” campaign beautifully showcases the luxury brand’s commitment to artistic excellence and innovation in fabric design.

A Celebration of Gucci’s Silk Legacy

Gucci, known for its rich history in fashion and textiles, marks an important chapter in its journey with this latest initiative. This campaign is part of the larger “The Art of Silk” project, which delves into the brand’s expertise in silk production. It highlights Gucci’s evolution in fabric artistry, which has spanned over a century. Garner, a close collaborator with the fashion house, embodies the brand’s modern yet timeless appeal in this elegant series of images.

Photographed by the renowned Steven Meisel, the campaign presents an evocative and cinematic portrayal of Gucci’s iconic silk scarves. Garner is seen posing against a moody, nighttime cityscape, with luxurious silk foulards wrapped around her head and neck. Each image in the series draws attention to the exquisite patterns and intricate designs that have cemented Gucci’s reputation in the fashion industry.

The “90×90” Project and Artistic Innovation

At the heart of this initiative lies the “90×90” project, a creative endeavor that invited artists from around the world to reimagine five signature themes from Gucci’s silk archives. These themes—flora, fauna, nautical, equestrian, and the iconic GG monogram—have been integral to Gucci’s identity over the decades. This project not only showcases the historical significance of these patterns but also breathes new life into them through fresh artistic interpretations.

Adding to the celebration of silk, Gucci has collaborated with luxury publisher Assouline to produce a book titled Gucci: The Art of Silk. This publication offers an in-depth look at the brand’s expertise, tracing the evolution of its silk craftsmanship and the cultural significance of its most renowned designs.

The Iconic Gucci Silk Motifs

Garner’s campaign highlights an array of signature motifs that have played a defining role in Gucci’s design legacy. One of the most notable is the Flora pattern, originally designed in 1966 by illustrator Vittorio Accornero de Testa. Commissioned to create a vibrant and elaborate floral print for Princess Grace of Monaco, Accornero crafted a masterpiece featuring 43 varieties of hand-painted flowers, plants, and insects. This pattern has since become one of Gucci’s most cherished designs, appearing on scarves, dresses, and accessories throughout the years.

Other timeless motifs showcased in the campaign include the Gucci stirrup print, the Horsebit pattern, and the classic GG monogram. Each of these designs reflects the brand’s deep-rooted connection to equestrian themes and Italian luxury craftsmanship. Through this campaign, Gucci reaffirms its ability to blend heritage with modern aesthetics, ensuring that its legacy remains relevant in contemporary fashion.

Gucci’s Silk Journey: From the 1950s to Today

Gucci’s expertise in silk dates back to the 1950s, when the brand first began producing silk scarves inspired by its renowned leather goods. The earliest documented Gucci scarf, created in 1958, featured a nautical-themed design called Tolda di Nave (translated as “Deck of a Ship”). Produced in Como, Italy—a region known for its silk production—this design set the stage for Gucci’s enduring influence in luxury textiles.

Over the decades, Gucci has continued to innovate, incorporating new techniques and patterns while staying true to its artistic roots. The “Keep It Gucci: The Art of Silk” campaign serves as a testament to the brand’s dedication to preserving and evolving this craftsmanship.

Exclusive Events and Launch in Paris

To further celebrate its silk heritage, Gucci is set to host a series of special events in Paris. The Rue Saint-Honoré boutique will serve as the venue for an exclusive activation dedicated to “The Art of Silk” project. Additionally, a high-profile dinner event will honor the campaign, bringing together industry insiders, artists, and fashion enthusiasts to commemorate this milestone.

Coinciding with these celebrations, Gucci has launched a collection of “90×90” scarves, which are now available for purchase. These pieces embody the brand’s rich history while offering a fresh take on its beloved designs.

A Timeless Tribute to Elegance

With Julia Garner as the face of this campaign, Gucci has successfully blended cinematic storytelling with high-fashion artistry. The campaign not only reinforces the brand’s reputation for excellence in silk craftsmanship but also serves as a reminder of the timeless allure of its signature designs.

Through “The Art of Silk” project, Gucci continues to honor its past while shaping the future of luxury fashion. Whether through artful collaborations, immersive experiences, or exquisite new collections, the brand remains a powerful force in the world of high-end textiles and design.

In a world dominated by flashy logos and bold branding, a new fashion movement is taking over—Quiet Luxury. This trend, emphasizing understated elegance and high-quality craftsmanship, has gained massive popularity in the United States. Fueled by social media, celebrity endorsements, and a shift towards timeless fashion, Quiet Luxury is redefining how Americans perceive style.

What is Quiet Luxury?

Quiet Luxury is all about refined, high-end fashion without loud branding. Think of tailored blazers, cashmere sweaters, and elegant neutral palettes. Unlike past trends where designer logos were front and center, this aesthetic prioritizes quality and craftsmanship over name recognition.

Luxury fashion houses like Brunello Cucinelli, The Row, and Loro Piana have championed this trend, creating pieces that exude sophistication without the need for branding. Even mainstream brands have started embracing this shift, offering minimalist yet high-quality collections.

Why is Quiet Luxury Trending?

Several factors have contributed to the rise of this movement:

1. The “Old Money” Aesthetic: TV shows like Succession have glamorized the discreet style of the ultra-rich. Characters dress in expensive but low-key outfits, influencing audiences to adopt the same aesthetic. This has given rise to hashtags like #OldMoneyStyle and #QuietLuxury on platforms like TikTok and Instagram. 
2. Shift in Consumer Priorities: Post-pandemic, many Americans prefer fewer, better-quality items over fast fashion. Sustainability concerns have also driven people towards investment pieces rather than mass-produced clothing. 
3. Celebrity Influence: A-listers like Zendaya, Sofia Richie, and Gwyneth Paltrow have embraced Quiet Luxury, making it more aspirational. Even fashion-forward figures like Hailey Bieber have swapped flashy logos for timeless essentials, proving that elegance speaks louder than labels.

How Social Media is Driving the Trend

Social media has played a pivotal role in popularizing Quiet Luxury. Influencers and fashion enthusiasts now create content around capsule wardrobes, neutral aesthetics, and timeless investments.

Additionally, TikTok has been flooded with videos comparing “stealth wealth” outfits to logo-heavy fashion, reinforcing the idea that true luxury doesn’t need validation.

Is Quiet Luxury Here to Stay?

Unlike short-lived fashion trends, Quiet Luxury aligns with timelessness and sustainability, making it a movement rather than a passing phase. With the ongoing focus on minimalism, ethical shopping, and elevated basics, Quiet Luxury is expected to dominate fashion for years to come.

As more consumers gravitate towards quality over quantity, brands will need to adapt by producing well-crafted, durable, and sophisticated pieces rather than chasing viral trends.

Quiet Luxury is redefining American fashion by prioritizing understated elegance, impeccable tailoring, and sustainable choices. Whether through minimalist power dressing or well-made everyday staples, this trend signals a cultural shift in how we approach style.

As the movement continues to gain momentum, one thing is clear—real luxury isn’t about being seen; it’s about being felt.

In recent times, fashion brands have increasingly embraced the use of paparazzi-style campaigns as a way to blend celebrity culture with marketing strategies. By tapping into the appeal of candid celebrity moments, these campaigns aim to establish a sense of authenticity and relatability. However, as this trend becomes more widespread, questions surrounding its originality and effectiveness are emerging.

Balenciaga’s ‘Le City Paparazzi’ Campaign

In January 2025, Balenciaga debuted its ‘Le City Paparazzi’ campaign, which creatively blends vintage paparazzi photos from the early 2000s with the brand’s modern Le City Bag. The campaign features iconic supermodels like Natasha Poly, Tyra Banks, Amber Valletta, and Paris Hilton, digitally placed into these retro photographs. This fusion of past and present emphasises the lasting impact of the Le City Bag and the celebrities who made it iconic.

While this campaign effectively taps into a sense of nostalgia, it also highlights the growing use of paparazzi-style imagery in fashion marketing. This approach aims to convey a sense of spontaneity and real-life glamour, reflecting the deep integration of celebrity culture into modern media.

Bottega Veneta’s Approach to Paparazzi-Style Marketing

Bottega Veneta has similarly jumped on this trend. In late 2023, the brand worked with high-profile celebrities like Kendall Jenner and A$AP Rocky, capturing them in paparazzi-style photos. These images were then licensed from well-known agencies such as Getty and Backgrid, blurring the lines between organic celebrity moments and calculated marketing content.

This shift in strategy reflects changing consumer expectations. Today, audiences want to feel a connection with celebrities in more everyday, relatable situations rather than through the polished images of traditional ads. By presenting products in these ‘real-life’ contexts, brands hope to create a stronger emotional bond with their consumers.

The Rise and Impact of Paparazzi Campaigns

The use of paparazzi imagery in fashion campaigns is not a new phenomenon. In 2006, Jimmy Choo featured Nicole Richie in a paparazzi-inspired shoot, capitalising on her popularity as a tabloid staple. This early example set a precedent for future campaigns that blend the worlds of celebrity culture and fashion marketing.

However, as this approach becomes increasingly common, its novelty has begun to wear off. Consumers are now more aware of the constructed nature of these ‘candid’ moments, leading to a sense of overexposure. For brands, the challenge lies in maintaining a balance between authenticity and marketing, ensuring that these campaigns continue to engage audiences without feeling disingenuous.

The Future of Paparazzi-Inspired Campaigns

As the fashion industry continues to navigate the intersection of celebrity culture and advertising, the use of paparazzi-style campaigns will likely continue to evolve. Brands will need to find new ways to present their products that feel both genuine and innovative, moving beyond the current trend in order to retain consumer interest and trust.

In conclusion, while paparazzi-inspired campaigns have become an integral tool in fashion marketing, their success will depend on the industry’s ability to adapt and innovate. As consumers become more discerning, brands will need to create campaigns that strike the right balance between engagement and authenticity, ensuring that the appeal of ‘candid’ celebrity moments remains a powerful marketing tool.

When President Donald Trump assumed office in January 2017, his first actions signaled a dramatic shift in U.S. climate policy, with long-lasting repercussions for global sustainability efforts. Among his early executive moves was the withdrawal of the U.S. from the Paris Agreement, a global pact aimed at limiting global warming to well below 2°C, ideally 1.5°C, to prevent the worst effects of climate change. For industries like fashion, whose global supply chains are intricately linked to international climate policies, these actions represented a significant setback. The fashion industry, already under pressure to reduce its environmental footprint, now faced the challenge of navigating a policy landscape that seemed increasingly hostile to sustainability goals.

U.S. Exit from Paris Agreement: Implications for Fashion and Global Climate Efforts
Trump’s decision to withdraw the U.S. from the Paris Agreement marked a crucial turning point in global climate diplomacy. Signed in 2016, the Paris Agreement sought to unite nations in the fight against climate change by setting ambitious emissions reduction targets. The U.S. exit complicated international cooperation, leaving a vacuum that made it harder for industries worldwide to align with global climate goals. For fashion, which accounts for a significant portion of global emissions, this decision was a blow to the progress made toward achieving net-zero emissions by mid-century. The U.S. withdrawal, particularly on the heels of its re-entry under President Biden, raised serious concerns about the future of global efforts to combat climate change and how industries like fashion would adapt to a shifting policy environment.

Fossil Fuel Focus vs. Sustainability: How Trump’s Actions Challenge the Fashion Industry
One of Trump’s defining policy goals was to revive and expand fossil fuel production, often championing the U.S. as an “energy dominant” nation. By loosening regulations on fossil fuel infrastructure and fast-tracking approvals for oil, gas, and power projects, Trump sought to stimulate growth in the U.S. energy sector. However, this vision of fossil fuel expansion stood in direct contrast to the growing global shift toward renewable energy and sustainable practices across industries. For the fashion industry, which is increasingly prioritising sustainability and responsible sourcing, Trump’s policies presented a challenge. As fossil fuel production surged, industries with high carbon footprints like fashion faced mounting pressure to reconcile their operations with a world that was increasingly focused on mitigating climate change. The fashion sector, which is particularly vulnerable to the impacts of climate change through disruptions in supply chains and resource availability, now found itself at odds with national policies that seemed more attuned to the interests of the fossil fuel industry than to those of environmentally conscious industries.

The Clash of Energy Dominance and Sustainability: Trump’s Impact on Fashion’s Future
Trump’s relentless push for “energy dominance” had a ripple effect on industries across the globe, including fashion. While fossil fuel production may have been seen as a short-term economic boon, the long-term environmental costs were becoming harder to ignore. The fashion industry, which has been making strides toward more sustainable practices, found itself navigating a complex landscape. On the one hand, the U.S. was retreating from global climate leadership, retreating from initiatives that would have made it easier for industries to transition toward cleaner alternatives. On the other hand, the global shift toward renewable energy and sustainability continued to gather momentum, with companies in fashion and other sectors increasingly adopting environmentally friendly practices to stay competitive. For fashion, the challenge now lay in balancing its sustainability commitments with the realities of a policy landscape that seemed increasingly out of step with global climate imperatives.

Global Climate in Crisis: Trump’s Policies Threaten Fashion’s Net-Zero Ambitions
Trump’s executive orders, including the U.S. exit from the Paris Agreement and efforts to roll back emissions regulations, directly threatened many of the climate initiatives that were set to drive the global transition toward sustainability. For the fashion industry, which has already been grappling with its environmental impact, these moves represented a major obstacle. Achieving net-zero emissions is a complex and long-term goal, particularly for an industry that relies on global supply chains and resource-intensive production processes. Trump’s rollback of environmental protections made it more difficult for fashion to align with global climate targets and further exacerbated the challenge of reaching the necessary levels of collaboration across countries to meet climate goals.

Energy Dominance vs. Clean Energy: Trump’s Legacy and Fashion’s Climate Challenges
While Trump’s policies favoured the fossil fuel industry, the global energy transition was making steady progress. Renewable energy technologies, such as solar and wind power, continued to fall in price and gain market share. In fact, many regions now find renewable energy to be the most cost-effective option for electricity generation. For industries like fashion, the transition toward cleaner energy sources became both a necessity and an opportunity. The pressure to adopt more sustainable practices has grown as the environmental impact of fashion production continues to rise. Trump’s focus on fossil fuels, however, threatened to slow down this transition by prioritising infrastructure that would extend the life of non-renewable energy sources, putting additional pressure on industries that had already begun moving toward cleaner alternatives.

Navigating Sustainability in Uncertain Times: The Impact of Trump’s Climate Policies on Fashion
As the U.S. reversed course on climate action, the fashion industry found itself caught in an uncertain policy environment. Fashion brands that had been making significant strides toward sustainability now had to contend with a government that appeared more interested in fostering fossil fuel production than in advancing policies to tackle climate change. For many companies, this uncertainty created challenges in setting long-term sustainability goals. Some brands, particularly those with global supply chains, found it increasingly difficult to align their practices with international climate commitments in the face of the U.S. pulling back from its leadership role. As a result, fashion had to adapt quickly to these new realities, relying on private sector resilience to continue pushing forward with its sustainability initiatives despite the changing political landscape.

Fashion and Fossil Fuels: How U.S. Policy Shifts Undermine Global Climate Goals
Trump’s aggressive stance on fossil fuels, including withdrawing from the Paris Agreement and easing regulations on drilling and emissions, posed a significant threat to the fashion industry’s ability to achieve sustainability. These policy shifts undermined global efforts to tackle climate change by signalling that the U.S. was no longer committed to addressing the climate crisis on the international stage. For industries like fashion, which are closely tied to global supply chains and reliant on international cooperation, the retreat of the U.S. from its climate commitments made it harder to achieve the ambitious emissions reductions necessary to meet the targets set by the Paris Agreement. The fashion sector, already grappling with its environmental impact, was left to navigate these new challenges as the global fight against climate change continued without full U.S. participation.

Trump’s Climate Agenda: What it Means for Fashion’s Path to Sustainability
Trump’s actions created significant uncertainty for industries like fashion that were striving to meet sustainability goals. The fashion industry, which has been actively working to reduce its carbon footprint and adopt more responsible production methods, faced an uphill battle as Trump’s policies favoured fossil fuels over clean energy. The uncertainty surrounding climate policy under his administration meant that many fashion companies had to reevaluate their strategies, focusing on sustainability amid a political environment that seemed to prioritise short-term economic gains over long-term environmental goals. This uncertainty ultimately underscored the need for industries to remain resilient and adaptive, despite the political climate that threatened to derail their progress.

From Paris to Fossil Fuels: The Battle Between Climate Progress and Political Power
Trump’s presidency highlighted the tension between political power and global efforts to combat climate change. While the U.S. turned inward and focused on boosting fossil fuel production, the world continued to move toward a future powered by renewable energy. For industries like fashion, the need to balance short-term policy shifts with long-term sustainability goals was more pressing than ever. As the U.S. retreated from international climate agreements, the private sector found itself leading the charge for climate action. Fashion’s role in this transition will depend on its ability to navigate political shifts and continue pushing forward with sustainable practices, even when the policy landscape is in flux.