Jonathan Anderson’s exit from Loewe isn’t just another shake-up in the fashion world.
It’s part of a much bigger story about leadership, bold moves, and how to thrive when the rules keep changing.
I’ve been watching the fashion industry closely -as part of a media series I’m working on - to pull insights from unexpected places that can supercharge marketing strategy.
Why fashion? Because it’s a powerful lens into our culture, trends, and how businesses, big and small, balance creativity and commerce. And what’s happening in their world right now has plenty to say about yours.
Creativity Must Deliver Results
Back when creative directors were treated like untouchable gods, they could indulge in wild ideas without thinking too hard about the consequences. Not anymore. Today, they need to balance bold creativity with the tough reality of ensuring consistent profits. The fashion world has realised this, especially now that so many brands are publicly traded.
Sound familiar? It should. Marketing is no different. You can’t afford to throw out a flashy, creative campaign just for the hell of it. Every idea must serve a purpose. Will it resonate with your audience? Will it move them to act? Will it drive results?
“Creativity without strategy is just noise, and noise doesn’t pay the bills or build bold brands.”
Empathy Beats Ego, Every Time
For too long, creative directors were designing for their own fantasy, not their customer’s reality. No wonder things are changing. Today’s winners in fashion are the ones who understand their audience. They look at how people live their lives, what excites them, and what they need, and they translate that into designs that feel personal and relevant.
Marketing is exactly the same. If you’re still trying to “wow” your audience with clever gimmicks or big brand flexing, you’re already outdated. Business owners who win at marketing get one thing straight - they step into their audience’s shoes. They solve real problems, speak clearly, and connect on a level that feels human. Leave the ego at the door. Your audience doesn’t care about your flair; they care about what you can do for them.
Seasoned Pros Are the Real MVPs
The fashion world is waking up to the fact that experience matters. Sure, social media darlings with “instant fame” had their moment, but now? The industry is calling on seasoned pros who understand the craft. They want leaders who can think long-term, steer through challenges, and keep the integrity of the brand intact.
Business and marketing aren’t any different. Chasing quick wins, viral posts, or whatever’s trending right now will only get you so far. The most successful brands are the ones with leaders who’ve done the groundwork. They build strategies based on clarity and experience, not guesswork. Want to play the long game? Start thinking like a pro, not a fad chaser.
Creativity Thrives Within a Framework
Here’s the best bit for me. The best creative directors today aren’t just dialling back the ego; they’re finding ways to connect their creativity with clear commercial goals. And guess what? It’s working because creativity thrives when you give it a direction.
This is what great marketing strategy looks like. It’s not about pouring cold water on bold ideas; it’s about aiming that creativity with sharp purpose. When your marketing is aligned with your audience’s needs, your message hits harder, your campaigns perform better, and your business grows faster.
Reaching New Audiences Is the Ultimate Power Move
Look, the safe route can feel comfortable. But it’s boring. Today’s most exciting creative directors aren’t afraid to rethink who their audience is. They include new people, new styles, new perspectives. This keeps them relevant, fresh, and impossible to ignore.
The same goes for your business. If you’re still marketing to the same people in the same way, you’re getting left behind. These are the moments when you need to challenge yourself. Who’s out there that you’ve been ignoring? Where’s the gap? Bold marketers don’t settle for the obvious. They dig deeper, find the overlooked audience, and light them up.
Why Fashion Is My Lens Right Now
This isn’t me dabbling in designer names and trends for fun. As I said earlier, I’m digging into the fashion industry as part of a broader media series I’m working on. I’m exploring how different industries tackle leadership, creativity, and connection to their audience.
The goal? To pull actionable insights and inject them into marketing. Because the truth is, the challenges these creative directors face are the same ones business owners wrestle with every day. And when we learn from their wins (and mistakes), we get sharper at leading in our own fields.
The Big Takeaway
What’s happening in fashion right now isn’t just about shoes and handbags. It’s a wake-up call. It’s showing us that leadership in any industry - including marketing - is about balancing bold creativity with clear strategy. It’s making your big ideas work in the real world.
Here’s the challenge for you today. Are you approaching marketing designing for your fantasy and paying the price? Or are you ready to lead like the new wave of pros who see things clearly, plan boldly, and act relentlessly?
You don’t need permission to start leading. But you do need to stop messing about with half-finished plans, a list of tactics and excuses. It’s time to balance the big ideas with the sharp execution that gets results. That’s what separates the forgettable brands from the ones that dominate.
Have questions or ready to CreActivate your strategy? Join me at bit.ly/TheCreActivistMethod and take the first step today. Because bold moves always beat hesitation.
John (Nick) Atkinson / 20th March 2025
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