The Power of the Designer: Brand Identity and Creative Transformation

A brand’s soul is far more fragile than we think. The logo, the store, the label… these are only the visible face; the real story is written in the lines, fabrics, and the stance of the collection that carry the brand. And the most important actor shaping this story: the creative director — the designer. Taking the helm requires knowing the brand’s past, understanding it, but at the same time having the courage to innovate, to interpret the rhythm and culture of the present.

This balance can easily be disrupted. A changing creative director can sometimes elevate a brand to its deserved place — but sometimes, they can erase the brand’s memory entirely. In 2025, we saw this again. In several major houses, the creative seats changed hands. This shift echoed not just in the design rooms but in store windows, on the streets, and in the perception of consumers.

When a brand is defined by “silence, elegance, and couture heritage,” choosing to reinvent it with street style or provocative lines is a risk. Loyal customers may not find the soul they expect; those seeking novelty may encounter innovation that feels ordinary… The result is a brand caught between two worlds.

Yet, change is not always destructive. In the right hands, creative transformation can redefine a brand — refresh it, carry it into the present, and reflect the spirit of the times. If the designer understands the past and builds a bridge between the brand’s DNA and today’s pace, the brand preserves its core values while gaining a living, breathing identity.

This is not just about creating collections; it’s about creating a dialogue between past and future. In the fashion world, there is responsibility beyond the show: continuity.

And perhaps the true creative power lies in being able to change without forgetting the past.