Vogue Business Index — International celebrities and native content: The tactics leading luxury brand success in the digital space

Perhaps even more impressive is Lee's successor at Bottega Veneta, Matthieu Blazy, who didn't have a superstar profile before joining the Italian leather specialist in 2021, but delivered the fourth most-watched fashion show (10 million) on YouTube during the period covered.

In addition to some of the names mentioned above, there are now also new creative directors at Alexander McQueen, Chloé, Tod's and Moschino.

These changes are sometimes out of the hands of fashion brands, especially in cases where the call for creative duty puts enormous pressure on creative directors and exacerbates mental and physical health problems. However, there is little doubt that new creative leadership often brings about a reset and creates a hype machine around the brand.

In contrast, it is clear that the changes at brands like Gucci, Bottega Veneta and Burberry have been accompanied by long-term strategic thinking about the brand's direction – and the enormous attention they are attracting is evidence of this. Outside of the index, we are seeing this trend impact other leadership roles, with brands such as Mugler also passing on the leadership baton to younger talent and promoting Adrian Corsin to Managing Director of Mugler in May 2023.

These are difficult times to assess change. The decline in luxury sales will make it difficult for any new creative director to stand out, leading some to believe the change was misguided. Judgments that are often unfair.

As the financial results show, the digital hype is still not translating into sales booms for any brand. Brands would do well to give directors a chance to settle in and develop the reputations that Chiuri, Gvasalia and Nicolas Ghesquière have built over their nearly decades at the helm.

age is only a number

If the six months covered by the digital pillar have proven anything, it's that (some) older men generate tremendous online attraction. A campaign by Lionel Messi (36 years old) for Louis Vuitton in April attracted 3.5 million likes and comments, while a Dior post about Johnny Depp (60 years old) and the outfits he wore to Cannes received 2, received 6 million.