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After a decade of strong growth, major fashion houses such as Gucci<\/strong>, Chanel<\/strong> and Dior<\/strong> are now facing major economic challenges. The economic slowdown in China<\/strong>, combined with inflation in other regions, has dampened spending by high-end consumers : the global luxury goods market, estimated at $395 billion<\/strong>, is experiencing its lowest sales rates in years.<\/p>\n <\/p>\n <\/p>\n To counter this crisis, many luxury fashion houses have taken the bold step of appointing new designers. By 2025, the industry is witnessing a veritable \u201ccreative revolution\u201d, as designers from smaller brands, such as Demna Gvasalia<\/strong>, former artistic director of Balenciaga<\/strong>, take over the reins of major houses like Gucci<\/strong>.<\/p>\n <\/p>\n But unlike in recent years, the majority shareholders are pressuring luxury brands to recruit well-known and experienced profiles<\/b>, who have already proven themselves \u201cas number 2 or even as a manager,\u201d as Sophie Abriat points out for Le Figaro. To be convinced of this, one need only look at the arrival of Sarah Burton<\/b>, who went from the Kering stable as McQueen’s right-hand woman and then creative director to the LVMH galaxy at Givenchy<\/b>.<\/p>\n <\/p>\n However, the phenomenon of the \u201cmercato\u201d or \u201cwaltz of the creators\u201d, <\/b>as described in the press, has significantly accelerated since the hasty departure of Virginie Viard<\/b> to Chanel in June 2024<\/b>. The magazine Harper’s Bazaar has thus identified no less than twenty changes<\/b> of artistic directors throughout the year 2024<\/b>. Unprecedented!<\/p>\n <\/span><\/p>\n <\/span><\/p>\n \t\tThe quest for creative renewal<\/h2>\n