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FASHION ADVISOR #4 – LA DIREZIONE CREATIVA

Today we are talking about Creative Direction, which we have seen within the organizational scheme of a fashion company and which we report below.

It is that compartment that includes a number of figures who establish the visual identity and style of a brand, namely:

  • Head designer
  • Senior designer and junior designer
  • Assistant designer

     

If you wish to work as a stylist this area is “your destination,” you will start as a junior and then become a senior and perhaps become the leader of the style office.
The top of this office is the Creative Director who must necessarily be charismatic for him to be recognized as a leader.
This is not always the case, but only the successful head designer also becomes a “character” .
This means that he shows himself in public, but at the same time possesses good communication skills both externally and internally and then knows how to briff the entire team so that the generated collection is perfectly coherent and each part of it constitutes a piece of one big mosaic.
Miuccia Prada, Giorgio Armani, Alessando Michele, Tom Ford, Denma Gvasalia, Riccardo Tisci are striking examples of strong personalities (albeit very different in the ways they appear and communicate their idea of style).
Ultimately, we can say that this highly coveted position, represents the point of reference of the style office, that is, the mind that creates the collection and idealizes it in all its aspects, indicating the directions on which the different designers must move.
The stylists or designers who make up the team and report to the Head Designer may be Senior or Junior depending on the experience accumulated over years of work.
The number of designers depends on the structure of the collection or the number of collections that may be more or less articulated (men’s, women’s, children’s, clothing, accessories, etc.). They all answer to the Head Designer, but at the same time they are responsible for a compartment or sometimes, when the collection is particularly articulated, even for a single merchandise (the shirting, knitwear, jersey…).
Since the goal of the Creative Direction is to develop a collection to be successfully offered to its clients, it is necessary that internal creativity is also supported and facilitated by figures who are not always corporate, but who can also work independently as independent contractors. These are the art directors, stylists, photographers, graphic designers, and copywriters.
As we analyze the different professions we will get a sense of the support and importance of these collaborators.


The third category of professionals working in the style office consists of the Assistant Designers who develop a supporting activity, not particularly creative, but more operational and certainly characterized by adherence to the timetable and a set of conditions imposed by the product office and the merchandiser.
They visit trade fairs together with the designers, analyze trends, participate in meetings of the style office, compose the moodboard of the collection and inspired by this find alternative solutions to those proposed by the designers if these are not feasible.

We will look in detail at these figures and with them also those who, as we have already stated, may be external or linked to other departments (e.g., communication) and who interpret the collection at later moments (think for example of the stylist who works for fashion shows, lookbooks, press campaigns, etc. and who creates a style, personalizing and aiming at an enhancement of the garments and the brand).

 

 

by Stefano Sacchi
12th May, 2022

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