Fast Forward

Is corporate pressure making luxury labels lose its soul to sales targets?

- By RAKSHIT SINGH

There was a time when legacy in fashion meant something enduring: Slow-burning, deliberate, and deeply rooted in a brand’s identity. Creative directors were entrusted with more than just seasonal collections; they were the stewards of history, shaping a house's language over years, even decades. Each collection wasn’t merely a product, but a carefully constructed chapter in an evolving narrative of artistry and innovation.

Today, the pace has changed—drastically.

Even the most historic maisons now operate on corporate clockwork, driven less by precision and more by content. The fashion calendar has always moved quickly, but now, the rhythm isn’t just dictated by seasons or fashion weeks. It’s dictated by TikTok trends, Instagram buzz, shareholder meetings, and the ever-refreshing homepage of Net-a-Porter.

Creative directors, once given time to evolve a vision, now face what is called the ‘three-season cliff’. Taking a note of the industry standards, the average tenure of a creative director at a major fashion house has dropped to under three years. At brands like Burberry, Givenchy, and Lanvin, leadership has changed every 24-30 months, barely enough time to sketch a through line, let alone shape a new language.

Why the acceleration? The answer lies in a collision between two imperatives: The patience of legacy and the impatience of digital virality.