And even the ones who did change fashion didn’t really do it more than once. Having figured out their special thing, they pretty much stuck to it, season after season. (Hello, Armani jacket. How are you, Birkin bag?) That’s part of what convinced consumers that such items are worth investing in: their sheer longevity.
The chances of any designer producing two major fashion-changing ideas in one career are very small. Hedi Slimane, for one, has been doing Hedi Slimane no matter what brand’s name (Dior Homme, Saint Laurent, Celine) is over the door. Tom Ford’s Tom Ford isn’t very different from Tom Ford’s Gucci. John Galliano has switched gears at Maison Margiela from his Dior and Galliano days, true, trading his high romance and historicism for eclectic haute recycling, but as of yet, and good as it is, it hasn’t had the same impact.
Breaths are bated for Phoebe Philo’s long-anticipated debut, and the question of whether she will do another version of the elegantly adult and interior clothes she made at Céline before Mr. Slimane changed its course, or something entirely new.
But whether change should be demanded in the first place is a different question. Maybe refining the big idea, owning the big idea for posterity, rather than ceding it entirely, should be enough. At a certain point, endless disruption and reinvention becomes as tiresome as the same old, same old. And continual growth on a finite planet is a chimera that should be sent back to the fantasyland from which it arose.
Indeed, coming in the wake of the
COP27 climate conference, and yet more public commitments to sustainability from all sides of the fashion industry, the Gucci switcheroo seems particularly ironic. After all, what usually happens when a brand opts for change at the top? Out with the old! If no longer to the dumpster or the incinerator, at least to the sale racks. More stuff, flooding the stores. Sustainability implies commitment to an idea of a brand, not just to biodegradable materials. It implies a long-term relationship, which has its own implicit value.
Sometimes change is good, no question. Sometimes it is necessary. (See Burberry, which is about to get a makeover under the new designer
Daniel Lee after Riccardo Tisci failed to give the British brand any discernible identity.) But when it’s change for change’s sake, or change for shopping’s sake, or change for analysts’ sake, which is change for investors’ sake, it simply reinforces the bad habits we’ve gotten into. Both as consumers and as companies. And that’s … well, that’s just another word for waste.