Fashion Houses in Transition

Marni has joined the club of fashion houses undergoing a creative transition with the departure of Francesco Risso. This shift is inevitably accompanied by challenges, one of which is the overlap of products designed by different creative teams in stores.

The Challenges of Creative Transitions

The overlap of products is a significant issue. As Simon Longland, a director of fashion purchases, points out, when new designers debut their collections in September, stores will be filled with products designed by their predecessors. This overlap can lead to confusion among customers and make it difficult for the new designers to establish their vision.

Upcoming Debut Collections

In the coming September, an unprecedented number of designers will present their first collections for various fashion houses. This includes a dozen prominent houses, where the debut collections will mark a new era in their design history. The transition period will likely extend into January/February 2026, when store shelves will feature a mix of resort collections designed by the previous creative teams and the debut spring/summer collections from the new designers.

Managing the Transition

The key to a successful transition lies in managing the overlap of products effectively. Fashion houses must strike a balance between clearing out old stock and introducing new designs. This requires careful planning and coordination to ensure that the transition is as seamless as possible for both the brand and its customers. By navigating this challenging period, fashion houses can emerge with a fresh perspective, ready to captivate their audience with new and exciting designs.