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