Creative direction reshuffle: Does the trust between CEO and creative director have an expiration date?
We are witnessing a continuous reshuffling of creative directors; only a few weeks ago, news broke that Pierpaolo Piccioli, after years at the helm of Valentino–eight of these alongside Maria Grazia Chiuri, who left the brand in 2016 to join Dior–was moving to Balenciaga (Kering). A year prior, Alessandro Michele took the creative lead at Valentino, after Piccioli's departure in 2024.
Michele left Gucci in 2022, subsequently replaced by Sabato De Sarno, who served as the Florentine brand's creative director from 2023 to February 2025, shortly before Demna Gvasalia's appointment. Gvasalia, in turn, vacated the position at Balenciaga, which was then 'assigned' to Piccioli.
We'll stop here, but the merry-go-round of appointments in recent months has, of course, been much more extensive. It is perhaps worth remembering the arrival of Dutch designer Duran Lantink as the new permanent creative director of Jean Paul Gaultier, perhaps one of the few truly new entries into the Olympus of fashion in recent times.
Not that Lantink is a novice; on the contrary, the designer, already shortlisted for the LVMH Prize in 2019 and winner of this year's Woolmark Prize, has designed pieces for artists such as Beyonce, Doja Cat, Paris Hilton, Billie Eilish, and Solange. Let's just say he's a fresher name. Sabato De Sarno Credits: Courtesy of Gucci, ph Riccardo Raspa
The question that arises at this moment, however, is not so much whether in fashion, as in cinema, there is a famous 'inner circle' of names that move from one label to another yet always remain in the spotlight at one brand or another, but how much this sometimes frantic alternation can really contribute to the growth of brands. Or whether it contributes to the loss of the label's DNA and the partial recycling of loyal customers (who no longer recognise themselves in the brand), rather than a real expansion of the target audience, which is what, hopefully, the top management of the brands that move creative directors from one brand to another are aiming for.
There is no shortage of choice, given that in LVMH's fashion and leather goods division alone, there are Louis Vuitton, Christian Dior, Celine, Loewe, Kenzo, Givenchy, Fendi, Emilio Pucci, Marc Jacobs, Berluti, Loro Piana, Rimowa and Patou; while Kering today has, in the fashion segment, Gucci, Saint Laurent, Bottega Veneta, Balenciaga, McQueen and Brioni. Kering deputy CEO: 'There must be mutual trust between CEO and creative director'
In this regard, on May 22 in Milan, during the Changemakers in luxury fashion meeting, organised by Camera Nazionale della Moda Italiana (CNMI) and Zalando, Francesca Bellettini, Kering's deputy CEO, stressed: 'There must be mutual trust between the CEO and creative director, but each must have their role with mutual respect.'
In complex times like the ones luxury is going through, brands must be true to their DNA and 'generate appeal and desirability thanks to creative directors'.
But this trust, instead of consolidating over time, season after season, seems undermined in a short time and influenced by a turnover that, these days, has to do with the crisis, weak demand and the complicated geopolitical situation.
Even the authenticity, transparency and coherence demanded by consumers and mentioned just two days ago by Matteo Lunelli, president of Altagamma, during the foundation's shareholders' meeting, do not always seem to be at the top of the list of priorities for brands. Pierpaolo Piccioli, creative director of Balenciaga Credits: Courtesy of Kering and Balenciaga, ph David Sims Demna Credits: Courtesy of Kering This article was translated to English using an AI tool.
FashionUnited uses AI language tools to speed up translating (news) articles and proofread the translations to improve the end result. This saves our human journalists time they can spend doing research and writing original articles. Articles translated with the help of AI are checked and edited by a human desk editor prior to going online. If you have questions or comments about this process email us at info@fashionunited.com
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Scottish Sun
7 hours ago
- Scottish Sun
How Putin's ‘secret daughter' lives lavish life in exile as mum went from cleaner to millionaire after Vlad ‘affair'
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Advertisement 12 Elizaveta Krivonogikh is rumoured to be Putin's secret love child 12 Elizaveta, 22, sports a designer facemask in pictures posted to her social media Credit: Instagram 12 She is said to be Vlad's offspring with his former long-term lover Svetlana Krivonogikh (pictured) Credit: Proekt Media 12 The Kremlin has always denied that Putin has any relation to Elizaveta Credit: Getty Elizaveta Krivonogikh, 22 – also known as Luiza Rozova and now Elizaveta Rudnova - is now living in self-imploded exile in Paris. There, she works at two anti-war art galleries while launching thinly veiled attacks on Putin, blasting the "man who took millions of lives and destroyed mine". She hasn't named the Russian despot directly — but the target of her cryptic fury couldn't be clearer. She recently wrote on her private Telegram channel Art of Luiza: "It's liberating to be able to show my face to the world again. Advertisement "It reminds me of who I am and who destroyed my life." From Gucci to guilt Born in 2003 during Putin's first term in office, Elizaveta was the result — according to persistent allegations — of a clandestine affair between the then-rising Kremlin strongman and Svetlana Krivonogikh, a former cleaner turned multimillionaire. Svetlana, now in her 40s, went from scrubbing floors to owning a stake in sanctioned Rossiya Bank and a property empire worth over $100 million. She also owns a raunchy St Petersburg nightclub, Leningrad Centre, known for its erotic shows. Advertisement Elizaveta grew up drenched in luxury - private jets, exclusive nightclubs, and designer wardrobes. She would flaunt her life of privilege on Instagram while Russia grappled with poverty and pandemic chaos. But in early 2022, just before Russia launched its brutal invasion of Ukraine, she abruptly vanished from Russian social media. 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Graziadaily
a day ago
- Graziadaily
Suddenly, This Nostalgic Skirt Is Everywhere – And Uniqlo's Version Is Selling Fast
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Main image credit: Instagram/@lozzamann2 Gemma Lavers is a fashion commerce writer at Grazia, where she tracks down viral pieces and is as comfortable navigating the M&S new-in page as she is dissecting the latest celebrity look. When not writing, shopping or at Reformer Pilates (a cliché but she's hooked), Gemma will likely be planning her next holiday (and what she's going to wear). For a glimpse into said travels, outfit inspo and life as a journalist, follow her on Instagram or TikTok.
Metro
2 days ago
- Metro
Who is Rebecca Loos? Inside David Beckham affair rumours with Celeb SAS star
Tonight, Rudy Reyes will whip a new group of celebrities into shape as Celebrity SAS: Who Dares Wins returns to our screens. Lucy Spraggan, Louie Spence, Adebayo 'The Beast' Akinfenwa, and many more are all set to take on the challenge. Yet there's one contestant who's sure to draw the audience's eye more than the others. We're talking about Rebecca Loos. The 48-year-old is, of course, well known for being a former glamour model and a reality TV star. Yet she first came to attention back in 2004 when she alleged that she'd had a four-month affair with David Beckham while she was working as his personal assistant. David and Victoria denied the allegationscalling them ludicrous, but that didn't stop the story from propelling Rebecca to international fame. So with that in mind, here's everything you might need to know about the model turned yoga teacher. Former TV star Rebecca Loos rose to fame after claims she had an affair with David. The now mum-of-two is a former glamour model who was born in Spain but gained Dutch citizenship through her father, a Dutch diplomat. Rebecca has previously appeared on the likes of The Farm, Extreme Celebrity Detox, Temptation Island and The X Factor: Battle of the Stars, as well as appearing on the cover of Playboy. She now lives a very different life, having met her husband, Sven Christjar Skaiaa, while filming 71 Degrees North, as he was a medic on the show. The pair married in 2012 and went on to have two sons, and now live in Norway, where she works as a yoga teacher. In 2004, Rebecca claimed she had an affair with David after working as his personal assistant. She told Sky that he was an 'amazing lover' and that they 'couldn't keep their hands off each other'. She said, according to reports: 'We were just locked into each other all night, conversation-wise, other people noticed… we just connected. 'I think the chemistry between David and me was so strong… people were aware and they weren't very happy.' 'He knows how to please. He's not afraid of a woman's body. He seems to know what he's doing,' Rebecca added to Kay Burley. In 2021, Rebecca recalled telling her story to Closer magazine, saying: 'I just felt the need to be truthful. 'Whether you've done something that's right or wrong, it was kind of just eating me up. I was living a lie and keeping secrets. 'Max Clifford [former celebrity agent] said to me he'd negotiate an exclusive with the newspaper and that if I was willing to tell absolutely all the juicy details, then I would get up to five or six hundred thousand pounds. Ridiculous money.' 'People said I was mad. Who was this guy? I hardly knew him, what on earth was I doing? But look at everything I have now, I am so happy. I have no regrets, I am so happy with my life now,' she later told The Daily Mail. 'But many people are so afraid of change. Change is good, change is how you learn, people should just f**king go for it.' She continued: 'I like the way my life has taken me. If I hadn't been famous, I would not have been invited on the TV show where I met my husband, Sven and had my lovely boys. I would not have had the life I have now.' Talking about the affair scandal, Rebecca added: 'I took a lot of wrong decisions, and got talked into a lot of things. Of course, if I could go back in time, I might change some things, but wouldn't everyone? I have no regrets.' David has always denied the scandalous rumours, calling them 'ludicrous'. In a statement when the allegations first arose, the then 28-year-old said: 'During the past few months, I have become accustomed to reading more and more ludicrous stories about my private life. 'The simple truth is that I am very happily married. I have a wonderful wife and two very special kids. There is nothing any third party can do to change these facts.' Victoria didn't address the claims at the time, but in a 2007 interview, she said: 'I'm not going to lie. It was a really tough time. 'No one said marriage was going to be easy. Yes, there have been bumps along the road. 'But the fact is we've come out of everything we've been through stronger and happier.' In later years, David was accused of having affairs with model Sarah Marbeck and beautician Danielle Heath, all of which were denied by statements released on behalf of the Beckhams. After hitting the headlines, it emerged that Rebecca was actually related to broadcaster Piers Morgan – they're second cousins. More Trending 'I've met him a few times over the years, mostly at showbiz parties, where he'd be like, 'Hi, cuz,' but I've not seen him for years,' she told OK! When writing about his most shocking personal revelation, former Good Morning Britain presenter Piers told The Independent: 'Two days into the David Beckham/Rebecca Loos scandal, I discovered she was my second cousin. And I had even apparently danced with her at a family wedding in Madrid.' Hilariously, despite their relation, she refused to sell him the story. Celebrity SAS: Who Dares Wins begins tonight on at 9pm on Channel 4. Got a story? If you've got a celebrity story, video or pictures get in touch with the entertainment team by emailing us celebtips@ calling 020 3615 2145 or by visiting our Submit Stuff page – we'd love to hear from you. View More » MORE: Brooklyn Beckham and Nicola Peltz renew wedding vows three years after tying the knot MORE: Victoria Beckham straddles shirtless husband David in steamy yacht moment MORE: Man Utd fans banned from getting three names printed on new shirt
