Always got the impression that people mean creatively evolving as a designer—not evolving as a profitable brand. Most people judge a designer’s offering by the styled looks of a show— including the showpieces, and not by the separates and staples that will inevitably convince customers to pay for and keep the brand in business. (Creative evolutions doesn't sustain a brand and pay its bills….)
To remain constantly evolving creatively, 20+ years into an extremely successful career doesn’t make much sense, frankly. 20+ years into a career is more about maintaining that brand's status. A brand like McQueen was that ideal exemplifier of how a visionary brand began with the man himself, and ended with Sarah’s pragmatic, and still impressive offering: from a masterclass in unleashed defiance of pure creative and design vision, to a masterclass of bespoke refinement— sustained by profitable merch. Whereas a personal fav Tom Ford began with the masterclass of elegant rebel from his Gucci/YSL to his own namesake, to what is now a rather… soulless Vegas residency of his rehashed signatures: Frida Giannini is a creative visionary next to Peter Hawkins, as far as I'm concerned. But both McQueen and Tom Ford brands are a testament to the evolution of a brand. Because as much as unimpressive as Peter’s Tom Ford nostalgic-baiting branding is, I’m sure there will always be a suit, a polo, a coat that I will be drawn to when I’m in the shop. And with Hedi, there’s a lot of separates, a lot of options for everyone when they’re shopping at his Celine (and who buys an entire collection anyway???). And the men that grew up on his Dior Homme— and I’m one of them, have moved on a long time ago. We no longer need or look towards Hedi to fuel our indulgences (and definitely not his Celine in my case). Although even with Dior Homme— and rose-tainted glasses aside, there were already the merch of denims/leathers/sneakers brand sustainability by the late-2000s. It’s not that different from his SL and Celine. He’s evolved much more than many other designers of his era in that sense — even personal favs Lucas Ossendrjver/Neil Barrett/Stefano Pilati comes to mind as having been forgotten by the wayside.