In a recent interview with WWD, he defined what the role of a brand’s creative director should be today. In a nutshell: “To bring the DNA of the brand to the forefront and make it relevant to the period, without altering the true DNA of the brand itself”. Now, Jonathan William Anderson (pictured), at the head of style at Loewe (LVMH) for 10 years, returns to the subject in the pages of Corriere della Sera. He expands on it by talking about retail and product. And he goes so far as to cut a very precise sentence for luxury: “The market needs calm down”.
Anderson talks about product
Corriere della Sera calls Anderson “the designer of a thousand and one ideas”. Nothing could be truer for a hyperkinetic creative, very attentive to the craftsmanship value of each of his designs and how leather contributes to this process of qualitative elevation of each of his ideas. Ideas, often, “without limits” and on the borderline between art and surrealism. Ideas that must be translated into something that defies time. It is the power of durability, which for Anderson represents “the highest luxury: the time behind a thing, the importance of handmade. If you’re going to make something, I think you have to do it so well that it can come back into fashion cyclically. It’s called quality”.
The market needs to calm down
Less frenzy, then. A concept that, for Anderson, should not only refer to production, but also to the management of designers by brands. And here we return to the initial reference, which in the pages of Corriere della Sera Anderson amplifies as follows. “We are at a stage where designers are expected to do one thing and then move on to the next. I think it’s symbolic of progress and it’s also a good thing. But then brands and creatives become the same thing and tensions arise. The thing is, the market needs to calm down”. As if to say: be careful not to get to the point where a brand adheres, in common perception, to the name of its designer. They both risk losing out.
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