On paper, a Creative Director is responsible for shaping and maintaining the brand’s aesthetic, image, and artistic direction. They collaborate with stylists, models, designers, and other creative professionals to help define the brand’s identity and organize projects like campaigns, shows, and events. However, the role of Creative Director has become blurred and inconsistent due to unprofessional hiring decisions. Using influencers and celebrities is useful for racking up views and building buzz, but these choices have created confusion and frustration among members of the fashion industry and consumers alike.
In today’s climate, proficiency seems to be taking a back seat to Instagram likes, which belittles the importance of the Creative Director position. Being a successful Creative Director requires abilities and education obtained through hard work and experience; it can’t be determined by how many followers someone has. A brand’s credibility and dependability are lessened when they hire influencers and celebrities. This shows their consumers that they prioritize clout over professionalism.
This isn’t to say that influencers and celebrities can’t be creatives or visionaries. Pharrell Williams, appointed Creative Director of Louis Vuitton in 2023, is a prime example. Though best known for his music career, Pharrell’s deep understanding of fashion and meticulous eye for detail have elevated the brand’s image. His 2024 Fall/Winter runway show, featuring a bold Western aesthetic, received widespread love and dominated social media, affirming Louis Vuitton’s choice.
Yet, when the title of Creative Directors is largely temporary or used as a token, it becomes a marketing stunt instead of a meaningful job. In 2021, influencer Molly-Mae was named Creative Director of PrettyLittleThing shortly after rising to fame on Netflix’s hit reality show, Love Island. Despite limited industry experience, the appointment appeared to prioritize online visibility to appease Gen Z fans over genuine creative leadership. She stepped down less than two years later, highlighting the risks of granting influential titles without the expertise to back them. Celebrities and influencers can be a great source of inspiration, but offering them chances that even professionals don’t get can lead to potential ruin for a brand.
This trend is even more stressful for Black creatives, who have to work twice as hard to prove their value. Despite their evident talent and accomplishments, they are consistently overlooked and ignored to place others in the spotlight. The path Black creatives have to take to sit in the same room as other creatives is far longer and rougher. Discounting the experience, capability, and education of black creatives solely because they are black is a major disadvantage for brands that are trying to elevate their image.
The industry needs to consider what it truly means to be a Creative Director and what qualifications are needed to earn that title. Would they rather have a popular influencer responsible for directing their brand or a trained and dedicated expert? Brands need to determine what would be best for them in the long run, instead of worrying about jumping on every new trend. Establishing a difference between collaboration and leadership would be a great first step. Celebrities and influencers can be involved with a brand without being given a leadership title.
More importantly, brands must invest in elevating Black creatives by giving them positions of authority. Considering how many trends Black creatives have started and how many globally successful companies they run, putting them in positions of power should be a no-brainer. Until these changes are made, the title of Creative Director will continue to be viewed as a trend, instead of a meaningful and valuable career.
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