Alexa, play “Girl, so confusing” by Charli XCX. If you follow the world of high fashion and creative directors, you’ve probably noticed a slew of changes at the industry’s biggest brands lately. In the past year, over a dozen major labels have announced the appointment of new creative directors, including Gucci, Chanel, and most recently, Marni. Whether you’re a casual fashion fan or scroll Vogue Runway religiously, it can feel impossible to keep up with who’s at the helm at which house (and whether or not you should even be paying attention).
But what do these musical chairs mean for the state of fashion, if anything at all?
As social media shrinks our attention spans and algorithms influence our taste, brands have embraced change as a means to stay relevant. In 2023, a blog post from fashion retailer SSENSE proposed that the rise in changing creative directors is driven by two factors: “The first is the pressure to constantly reinvent a brand; the second is to make money,” wrote author Ana Andjelic. Consider Louis Vuitton’s appointment of Pharrell Williams as Men’s Artistic Director, a buzzy move that dominated headlines and built anticipation for his first collection.
Though celebrity appointments at high-fashion brands are few and far between, true fashion geeks get a similar thrill when their favorite creative directors bring their talents from one atelier to another, an opportunity to leave their mark on a label’s usual offerings. In the era of TikTok microtrends, that thrill drives true brand loyalty for the likes of Chanel and Dior. When a new creative director is appointed, luxury fashion consumers aren’t the only ones impacted; that person has the power to create or eliminate jobs, shape global perception of what it means to be "fashionable," and dictate the trends that trickle down to more affordable retailers.
Below, we’ve rounded up six creative directors who recently moved from one fashion house to another. Keep reading to learn what makes each of them worth watching.
Grace Wales Bonner: Hermès (Currently Wales Bonner)
English menswear prodigy Grace Wales Bonner was appointed creative director of Hermès menswear in October 2025. The 35-year-old has honed her retro, androgynous sensibilities at her namesake brand, which she founded in 2014 as a recent graduate of the prestigious Central Saint Martins. In the 11 years since, Wales Bonner has found massive commercial success in its streetwear-leaning collaborations with Adidas, Stüssy, and even Bose. At Hermès, she succeeds French designer Véronique Nichanian, who led its menswear division for 37 years.
Dario Vitale: Versace (Formerly Miu Miu)
In April 2025, Italian designer Dario Vitale assumed the position of creative director at Versace. He showed his first collection for the brand at Milan Fashion Week in September, where models cascaded down a runway in bold, 1980s-inspired looks that paid homage to the work of former creative directors Donatella and Gianni Versace. Before he arrived at Versace, Vitale spent 15 years at Miu Miu, where he rose through the ranks to design director of ready-to-wear. His Versace designs have quickly become a favorite of Addison Rae, who has sported a beaded set from the new collection for the Addison Tour.
Meryll Rogge: Marni (Formerly Dries Van Noten)
Belgian designer Meryll Rogge was named creative director of Marni on July 15, 2025. She began her career on the design team for Marc Jacobs, before becoming Head of Womenswear at Dries Van Noten. In 2019, she founded her eponymous brand, which you’ve seen on stars like Dua Lipa. Rogge’s impeccable tailoring and off-kilter silhouettes won her the 2025 ANDAM Prize, a prestigious award that uplifts rising designers around the world. In her new role at Marni, she succeeds Francesco Risso, who served as creative director for nearly 10 years. The release date for Rogge’s first collection has yet to be announced.
Demna Gvasalia: Gucci (Formerly Balenciaga)
Demna Gvasalia’s name is practically synonymous with digital-age fashion. Prior to his appointment as creative director of Gucci in March 2025, the Georgian designer held the same title at Balenciaga, where his cheeky spin on classic eveningwear made him a favorite of Kim Kardashian and Nicole Kidman, despite the controversial ad campaigns released under his leadership in 2022. You might also recognize Gvasalia as the former creative director of Vetements, the streetwear-inspired label he cofounded with his brother, Guram, in 2014. His first collection for Gucci will take the runway at Milan Fashion Week this September.
Matthieu Blazy: Chanel (Formerly Bottega Veneta)
In December 2024, Chanel announced Matthieu Blazy as its new creative director. From 2021 to 2024, the French-Belgian designer amassed a devoted fanbase as creative director of Bottega Veneta, where he became known for tricks of craftsmanship, like normal-looking jeans, tanks, and socks that were actually made of leather. Blazy’s Bottega created some of the most iconic red carpet looks of the new decade, making his debut at Chanel hotly anticipated. He’ll unveil his first collection for the brand at Paris Fashion Week in October.
Jonathan Anderson: Dior (Formerly Loewe)
In June 2025, Northern Irish designer Jonathan Anderson presented his first collection for Dior as part of Men’s Fashion Week. Among the front row guests were Sabrina Carpenter, A$AP Rocky, and Rihanna, all of whom frequently wore Anderson’s designs for Loewe, where he served as creative director for 11 years until March 2025. Anderson has also run his own namesake brand, JW Anderson, since 2008. Between his work there and at Loewe, he’s become known for his daring silhouette choices, object-like accessories, and being the brains behind Zendaya’s Challengers wardrobe.
Sarah Burton: Givenchy (Formerly Alexander McQueen)
Sarah Burton was named Givenchy’s creative director in September 2024, but you can’t discuss her impact without discussing Alexander McQueen. Burton, who hails from England, worked under the late designer starting in 1997, and continued his legacy with grace when she became the creative director of McQueen in 2010, designing Kate Middleton’s wedding dress in 2011. In March 2025, she presented her first collection for Givenchy, a critically acclaimed parade of exaggerated shoulders and hips, corset-style belts, and expertly draped gowns. Each garment possesses the same feminine flare that made Burton so beloved at McQueen.
