The fashion industry is constantly seeing changes in creative direction, with designers leaving one brand to join another. This has led to a new phenomenon where some shoppers are forming strong attachments to individual designers, rather than the brand itself. Eden Pritikin, a fashion archivist, fell in love with Nicolas Ghesquière’s work at Balenciaga and followed him to Louis Vuitton, while Frédérique Gilain-Huneeus is a long-time fan of Phoebe Philo. However, as creative directors switch brands quickly, it can be challenging for collectors to build a strong connection to a particular brand. Some shoppers prefer to follow individual designers, while others are attracted to the idea of newness and the potential for discovering fresh talent. The concept of “owning a piece of history” is appealing, but it’s uncertain how long a creative director will stay with a brand, making it difficult to build a long-term connection. Ultimately, a designer’s legacy may be determined by their next generation of fans, who will discover something in their work that resonates even after they leave.
