Are fans of creative directors prepared to follow them to the end of the (fashion) world?

This year was hellish in terms of creative direction changes, and the game of musical chairs driving the industry shows no signs of stopping. After the announcement of Demna moving from Balenciaga to Gucci, Matthieu Blazy from Bottega Veneta to Chanel, and the highly anticipated but yet unconfirmed arrival of Jonathan Anderson at Dior after his loyal years at Loewe, fashion insiders are left spinning. But at the core of all these changes, as teams form and dissolve, one question keeps surfacing: what about the fans? Will a true Bottega Blazy lover follow the Belgian designer to the ends of the earth—a world made not of intrecciato and leather, but of tweets and pearls? A new creative director might mean novelty and a potential rebirth for brands, but it could also bring a total shift in creative identity and possible commercial or emotional failure. Unless luxury brand customers stick to the motto "once a fan, always a fan"—for better or worse?

It’s a fact: some fashion designers have contributed not only to the global success of major brands, but even revived some from near extinction. No need to name Tom Ford, who quite literally saved Gucci from bankruptcy (a house now struggling to regain its past influence after Sabato de Sarno’s underwhelming run), and left a mark on high fashion in the 2000s. Yet we don’t remember Gucci in the 2000s—we remember Tom Ford’s Gucci. The same could be said of Jonathan Anderson at Loewe, who, even if he didn’t save the Spanish house from closure, gave it the global prestige it enjoys today through a well-built aesthetic and standout pieces like the puzzle bag. On the flip side, some creative directors have arguably contributed to brand decline, such as Maria Grazia Chiuri at Dior, who has struggled to offer relevant, modern, and innovative designs. While Loewe fans will no doubt follow Jonathan Anderson wherever he goes, the same cannot be said for fans of the once-revered Dior of its namesake founder or John Galliano—who, incidentally, brought his fans along with him from Dior to Maison Margiela and even Givenchy.

While fans of logos and recognizable luxury staples may be less affected by brand leadership changes, fashion collectors and passionate shoppers see each director and term as a chance to own a piece of history. For some, the departure of a favorite creative director feels like a loss, but others see it as a chance for something new and feel reinvigorated by big artistic shake-ups. A telling example is Matthieu Blazy: news of his exit from Bottega Veneta sparked a 150% increase in searches for the brand, as explained by Noelle Sciacca, head of fashion and strategic partnerships at The Real Real. "We noticed people were searching for Bottega, but typing his name into the search bar," says Sciacca. Creative directors are becoming celebrities and search terms of their own,” she adds. A similar pattern was seen with Proenza Schouler after founders Jack McCollough and Lazaro Hernandez announced their departure, resulting in a 30% spike in searches. More than just designers, our creative directors have become true stars, and more than simple job changes, their moves across fashion houses are now tour stops closely followed by loyal fans eager to grab front row seats at their next show.