The Role of Creative Director

They may not be editors, but nonetheless creative directors play a key role in the ecosystem of fashion. They are most often associated with brands, campaigns/collections, or projects. But what is a creative director anyway? The role can be a bit challenging to precisely define as it looks different across various brands. While the job can entail a variety responsibilities, in a nutshell, a creative director's role is to lead creative vision from concept to delivery. Think one part designer, one part marketer, and one part art director.

A creative director used to be a less hands on role. For example, in years past, a creative director could be asked for their input on the selection of fabrics or finishes. Perhaps the creative director may not have had too much ownership over the line or over the collection. The role of creative director has evolved to be a more heavily involved one. As more celebrities have gone on to found their own fashion labels and other brands in the related beauty and skincare spaces, more creative directors now have literal ownership over their work and subsequently brands.

A creative director has the power to steer the direction of a brand. They usually do this by defining the aesthetic or a certain type of look for a brand. Take for example, what Phoebe Philo did at Celine; she garnered a cult following. Or consider what John Galliano did for Dior. His time at Dior is considered by many as its own epoch because of his innovative, theatrical, and daring approach to design. The saddle bag is still covetted. Some creative directos have become synonymous with their fashion houses or labels. Balmain and Olivier Rousteing. Karl Lagerfeld and Chanel. Maria Grazia Chiuri and Dior. Some industry professionals have hitched their careers onto fashion's creative directors, following them from house to house akin to how a glossy-magazine writer might hitch their career to a glossy-magazine editor. Creative director roles can be career-defining, especially for a young up-and-coming designer.

Creative directors also help extend the brand’s overall vision by working with often well-known clients. It is through working with famous clientele that a brand markets and promotes itself. The client is a walking advertiser for the brand, through their choice of dress. All the better if a client is attending a high-profile event (such as an awards show or premier) which comes with greater audiences to view the product, the clothing. Creative directors are often in the picture well before the event takes place from the fitting or design process to assisting the starlet with selecting pieces to wear from the label.

It's a mutually beneficial relationship: The star further drives more attention to the brand while the collaboration bolsters or reinforce the star's own profile. After all, the startet has reached a certain level, professionally or otherwise, which gives them visible access to a prominent brand. In the strictly corporate world, a creative director might be an account executive, since they keep key clients happy by fostering relationships - developing key accounts, if you will. Moreover, brands assume that creative directors are coming to the brand along with their own contacts and fans. Brands are betting that fans will easily convert to customers.

The path to creative director may be a windy one since creative directors often cut their teeth in other roles before landing the role of creative director. An art degree is a nice-to-have. Still prior leadership experience is something most creative directors have in common. Creative directors can change the direction of a brand. And it's not just luxury brands that (usually) benefit from a creative director, but other types of brands as well, such as high street, contemporary, and haute couture. Balmain's menswear sales shot up by 40% after Rousteing joined the house. Because creative directors can influence a brands sales and therefore the brand's bottom line brands are willing to shell out top dollar on them. If what a creative director imagines resonates with consumers, then it means they have the ability to boost sales. Thus, having a pulse for what customers want is paramount for a creative director. Can they make the brand more relevant or move the needle culturally? A creative director must be on the cusp of trends, even if they're the ones creating them.