Source: Puck
Courrèges’ leadership change arrives as luxury houses intensify their reliance on campaign spectacle to drive brand perception. This shift makes creative director selection less about atelier vision and more about a designer’s ability to generate media moments and celebrity alignment. The fashion industry has pivoted toward “campaign power” as a primary competitive tool, revealing how much brand value now comes from orchestrated cultural moments rather than product innovation. Heritage houses must hire for star power and publicity instinct rather than pure design talent. This dynamic pressures mid-tier luxury brands like Courrèges that lack LVMH’s scale or Hermès’ brand insulation, making the new designer’s ability to generate buzz potentially more important to survival than their technical craft.