Creatove director’s a tough job, but someone’s got to do it. Sharon Reich reports.
Famed fashion house Christian Dior is on the hunt to replace its creative director. A position that's evolved over time - and today is as much about brand and looks as it is about social media. As Dior CEO Sidney Toledano put it: "Dior is a Formula 1. It's not a car just knocked together, it's got the greatest creative teams." So that got us thinking... What goes into making the greatest teams in fashion ? As it turns out, creative directors are as concerned with Instagram and store layout as they are with form and fabric. They look at making their mark and that means buzz about everything from handbags to specialty items. Nina Ricci's Guillaume Henry, joined the label in 2014 after a stellar turn at Carven. SOUNDBITE: Guillaume Henry, Creative Director of Nina Ricci, saying (English): "You can have the most beautiful jacket but if the envelope is not good nobody will care. And the contrary exists as well. You can do something a little average but then the envelope is amazing. For me the envelope is so important." It's hard to overlook the changes occuring in the industry. Italian tailor Brioni appointed a creative director that has never been to art school. And two years ago, Burberry raised investors' eyebrows when the brand's chief creative officer Christopher Bailey took the added role of chief executive, overseeing everything from product designs to marketing and branding. And that seems to be the trend. As Diesel's artistic director Nicola Formichetti explains, being good at one thing just isn't enough anymore. (SOUNDBITE) Artistic director at Diesel, Nicola Formichetti, saying (English): "Today I think just to do one specific thing is not enough. You need to be able to do multi task, everything in today's culture. From designing, marketing, retailing, to websites to online marketing. I feel like to be a leader of a company you need to oversee all these things." And back at Dior, it's been six months since creative director Raf Simons bid adieu to the brand. The brand is still looking for the right person who can do a lot more than draw.