Do Creative Directors Have A 5 Year “Expiration Date”? 

Music by: Simon Sizer – Prime.

It’s CULTED with your 60-second FASHION BLAST.

Imagine Gucci without Alessandro Michele or Dior Menswear without Kim Jones! Well, that could soon be the case…

Creative directors apparently have a 4-5 year expiry date at a luxury brand, before profits take a tumble – this is according to a report by investment firm Bernstein, published on Quartz. 

But why exactly is that?

Well whilst having a distinct signature style is a huge and obvious plus for creative directors, Bernstein suggests that this is a problem when it comes to longevity.

The report explains that it can get to the point where the styling starts to repeat itself, which becomes a problem in an industry fueled by hype and a constant demand for the next big thing. And this “expiry date” for creative directors does seem to be the case if we look at recent years…

Luxury brands have been playing musical chairs with their creative directors – just look at Raf Simons moving to Prada and Matthew Williams’ Givenchy appointment.

So guys, which brand do you think will be the next to have a creative shake-up?

Have your say below!

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See also: MATTHEW WILLIAMS’ GIVENCHY APPOINTMENT

See also: FASHION GRADUATES LEAD THE WAY FOR SUSTAINABLE FUTURE