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The Great Fashion Reset | Can Designer Revamps Save Fashion?

Chanel, Dior, Gucci and more are betting big on creative reboots to reignite consumer demand amid the biggest luxury slump since 2008. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors faces the same systemic challenges that stymied predecessors.
Chanel, Dior, Gucci and more are betting big on creative reboots to reignite consumer demand amid the biggest luxury slump since 2008. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors faces the same systemic challenges that stymied predecessors.
Chanel, Dior, Gucci and more are betting big on creative reboots to reignite consumer demand amid the biggest luxury slump since 2008. But sticking the landing on an aesthetic refresh is easier said than done, and a new generation of creative directors faces the same systemic challenges that stymied predecessors. (BoF Team, Courtesy)

A tsunami of excitement sweeps the fashion system as new creative directors take the reins across luxury’s top brands, driving shoppers back to stores. At least that’s what brands are betting on.

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Further Reading

Why Gucci Picked Demna

The era-defining Balenciaga designer will take the reins of Italy’s biggest luxury brand in a surprise shakeup of parent company Kering’s creative ranks. The French group is under pressure to turn around performance after profits tumbled 46 percent last year.

Why Chanel Chose Matthieu Blazy

The designer, fresh off a star turn leading Bottega Veneta, succeeds Karl Lagerfeld and Virginie Viard as artistic director at the French couture and beauty giant, the industry’s most coveted creative post. Fashion president Bruno Pavlovsky breaks down the logic behind the historic choice.

About the author
Robert Williams
Robert Williams

Robert Williams is Luxury Editor at The Business of Fashion. He is based in Paris and drives BoF’s coverage of the dynamic luxury fashion sector.

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