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March 28.2025
3 Minutes Read

Julian Klausner Steps Up as Dries Van Noten's Creative Director: A New Era Begins

Casual man standing in denim jacket, office setting with fashion items.

The Next Chapter for Dries Van Noten: Julian Klausner’s Vision

This week marks a significant moment in the fashion industry as Julian Klausner steps into his role as the new creative director for Dries Van Noten, succeeding the iconic designer after three decades at the helm. At just 33 years old, Klausner is no stranger to the brand, having worked closely with Van Noten since 2018 as the head of womenswear. As he prepares for his runway debut, Klausner reflects on the influences that have shaped his journey and the creative direction he hopes to bring to the house.

A Seamless Transition: From Apprentice to Visionary

For Klausner, the transition from working alongside Van Noten to leading the creative force is both thrilling and daunting. “When Dries decided to step down, it was a natural conversation that followed regarding my future role,” he shares. This continuity is not just beneficial but essential, as it reassures loyal followers that the brand's heritage will remain intact while also ushering in fresh ideas. Klausner is particularly focused on maintaining the intricate balance between the brand’s established aesthetic and his unique interpretations.

Harnessing the Power of Emotion and Storytelling

At the core of Klausner's vision is a dedication to storytelling, a lesson he learned from his time under John Galliano at Maison Margiela. “Fashion is about more than garments; it’s about the stories we tell through them,” he explains. Klausner aims to integrate emotional connections into his collections, aligning with the way Van Noten created meaningful experiences through his designs. As he prepares to unveil his first collection, Klausner emphasizes that he draws inspiration from diverse sources, including opera and performance art, to create a narrative that resonates beyond the runway.

Industry Challenges and Opportunities

The fashion landscape has undergone significant changes, particularly in the wake of the pandemic. Klausner takes on this challenge with optimism. While Dries Van Noten has reported stable growth even amid a market downturn, Klausner acknowledges the need for adaptation. “We must embrace innovation while respecting our heritage,” he states. His forward-thinking approach includes re-evaluating the digital space, understanding that today’s consumers demand more than just visually stunning garments; they seek brands that embody values and narratives they can identify with.

Gearing Up for a Bold Future

As Klausner prepares for his debut at Paris Fashion Week, anticipation is building around how he will bring his personal flair to the established body of work that is Dries Van Noten. He hints at a collection filled with rich colors and textures, connecting past inspirations with contemporary influences. “I want my collections to reflect a dialogue between the past and the future, continually evolving yet resonant with our roots,” he explains.

This moment in fashion not only represents Klausner but serves as a broader reflection of the industry, underscoring the importance of nurturing homegrown talent within historical brands. The appointment of Klausner shines a light on a new generation of designers ready to take the reins, building on the legacy of those who came before them.

With encouraging advice from Van Noten himself—“Enjoy your first show, because you only get one”—Klausner is ready to embark on this exciting chapter with a unique vision trumpeted by experience, emotion, and an intimate understanding of the brand. Fashion enthusiasts and industry watchers alike will be keen to see how this talented designer shapes the next phase for Dries Van Noten, bringing his narrative-driven approach to life on the runway.

Be Part of This Fashion Journey

As we witness the rise of Julian Klausner, it’s an invitation to engage with the ever-evolving world of fashion, celebrating the stories behind the styles. Join us as we explore these narratives and the vibrant community of designers and creators continuing to shape the industry.

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Armani Revenues Fall 5% in 2024 as Luxury Market Faces Challenges

Update The Luxury Giant Armani Faces Fiscal Challenges Amid Global Uncertainty The world of luxury fashion is no stranger to fluctuations, but Armani's recent report of a 5% dip in revenues for fiscal 2024 has left both enthusiasts and industry analysts pondering the implications. This decrease, amounting to €2.3 billion, comes during a period marked by heightened global tensions and consumer hesitance, a scenario Mr. Armani himself acknowledged in his statement. Investment Strategies in a Slow Market Despite the downturn in revenues, it’s noteworthy that profits took a hit even harder, with EBITDA dropping 24%, from €523 million in 2023 to €398 million in 2024. Interestingly, the Armani Group doubled its investments this year to a record €332 million, focusing on critical areas like store renovations and in-sourcing e-commerce management. This reflects a strategic decision to bolster their operational foundation, mirroring similar approaches by brands like Chanel, which plans to sustain high investment levels despite profit drops. The Importance of Strategic Management Mr. Armani’s commitment to long-term vision shines through in his assertion of prudent management. He stated that while he is cognizant of market slowdowns—evident since the latter half of 2023—he remains dedicated to steering the brand through tumultuous waters by investing wisely. This strategy mirrors broader industry trends, where refined management and strategic vision are increasingly crucial. Regional Revenue Breakdown: A Closer Look Armani Group’s revenue segmentation reveals Europe remains a solid cornerstone of the company, contributing 49% of its net revenues, consistent with the previous year. However, the Americas accounted for 22%, while Asia Pacific showed a slight decline to about 19%, reflecting shifting market dynamics—particularly in China, where challenges have been pronounced. Global Economic Factors Impacting Luxury Brands The company remains unfazed yet aware of global challenges that affect sentiment, including tariffs and political instability. These factors complicate operational planning, making the luxury sector's recovery seem uncertain. Companies navigating through these complexities are likely to feel pressure as consumer sentiment varies sharply across different regions. The Human Side of Business Decisions In light of this challenging landscape, the importance of human connections in the fashion industry becomes clear. The recent Milan Fashion Week show, which Mr. Armani missed due to health reasons, could symbolize the emotional side of leadership in the luxury world. His absence from an event he hasn't missed since 1975 indicates both personal and corporate challenges that humanize the business's operational landscape. As consumers become more discerning and conscious of their spending, industry players like Armani may need to evolve their strategies as well. Understanding the underlying causes of consumer hesitation alongside luxury innovation could be key in reclaiming lost ground in their market presence. Overall, while the current market conditions present obstacles, the underlying stability and commitment to reinvestment signal an enduring hope for the global luxury segment.

How Rare Beauty's Substack Strategy is Changing Beauty Marketing

Update The Unique Approach of Rare Beauty’s Substack In a digital landscape often dominated by quick, snappy content,Rare Beauty has chosen a different path—a deep dive into storytelling with their Substack, Rare Beauty Secrets. With this initiative, the brand aims to create a more intimate connection with its audience, stepping away from the fast-paced vibe of social media platforms like Instagram and TikTok. Under the guidance of CMO Katie Welch, the newsletter promises a peek behind the curtain of Selena Gomez’s beauty empire, presenting more than just beauty tips and product launches. Creating Community Through Long-form Content The essence of the Substack strategy lies in fostering community engagement. Each newsletter edition offers not just beauty insights, but also personal stories that resonate on a human level. For example, a heartfelt piece titled “It’s OK to Disappoint Your Parents” chronicles Judith Martinez, Rare’s director of social impact, as she navigates the pressure of familial expectations after turning down law school—an experience that many young individuals can relate to. This narrative-driven approach taps into the current societal conversations around mental health and self-acceptance, making the brand's messaging feel more relevant and authentic. Rare Beauty seeks to break the barriers often placed in traditional marketing, replacing hard selling with genuine discussions that establish emotional connections with its audience. Why Long-form Content Matters Now With the rise of radical honesty and authenticity in branding, Rare Beauty's Substack serves as a timely initiative. By diving into deeper topics like mental health and personal struggles, the brand positions itself not just as a beauty provider but as a community leader willing to address the complexities of life. The power of long-form content on platforms like Substack is undeniable. It caters to an audience craving depth over breadth—something that short-form social media often lacks. Rare Beauty’s approach exemplifies how brands can harness storytelling to enhance consumer relationships and cultivate a loyal following. Impacts on Brand Perception With transparency becoming increasingly important, consumers are more likely to engage with brands that are relatable and authentic. Rare Beauty’s commitment to sharing real stories and challenges faced by its community helps humanize the brand. This kind of vulnerability not only builds trust but also invites consumers to become a part of its narrative—a powerful move in the beauty industry. Furthermore, this strategy may inspire other brands to reevaluate their marketing tactics, emphasizing the need for authenticity in every product launch and campaign. The beauty narrative is timeless, but the way it is told can revolutionize how consumers perceive and engage with it. As we embrace this era of storytelling in marketing, it’s crucial for brands to explore innovative platforms like Substack that can bridge the gap between products and personal stories. Rare Beauty stands as an exemplar of how to engage authentically with an audience and foster a community built on understanding and shared experiences.

Can Fashion Embrace Nearshoring? Join Us for Insightful Webinar!

Update Navigating the Future of Fashion: Nearshoring as a Game-Changer As the fashion industry faces an epoch of unprecedented disruption—from shipping delays to rising costs—it becomes vital to reexamine the conventional global supply chains that have long defined production. This is the essence of the upcoming webinar hosted by Vogue Business on July 3: "Can Fashion Make Nearshoring Work in a Globalised World?" Here, industry leaders will unpack the benefits of ethical and local production strategies that can fortify fashion brands amidst growing global uncertainties. Why Nearshoring Matters: A Shift in Perspective Nearshoring, or relocating production closer to the end consumer, is rapidly gaining traction as brands look for sustainable solutions in an age of volatility. This transition offers numerous advantages: improved supply chain transparency, reduced shipping times, and the potential to enhance local economies through job creation. As fashion brands rethink their sourcing strategies, understanding nearshoring’s implications can provide crucial insights into how they adapt to changes in consumer expectations and environmental responsibilities. Lessons from the Past: Overcoming Challenges in Local Production Historically, the allure of cheap labor has driven many brands to offshore production to countries with lower costs, often at the expense of ethical practices and sustainability. However, the global disruptions have exposed vulnerabilities in these expansive networks. Moving manufacturing closer to home can help mitigate risks and reinforce a brand's commitment to ethical labor practices. Building Bridges: The Role of Skill and Innovation One key topic to be explored in the webinar is how countries known for their rich manufacturing heritage can bridge skill gaps while innovating new production methods. For instance, regions like Italy and India not only boast traditional craftsmanship but can also integrate new technologies that elevate quality and efficiency in production. This synergy between tradition and innovation can ultimately redefine the local fashion landscape, creating a more resilient supply chain. The Power of Storytelling in Fashion Another essential element that will be discussed is the strategic use of storytelling in communicating the value of ethical production. Storytelling allows brands to connect with consumers on a personal level, fostering loyalty and resonance that transcends mere transactions. By illustrating the journey of their products—from sustainable raw materials to local artisans—they can create a narrative that highlights their commitment to quality and responsibility. Future Trends: What Lies Ahead for Global Fashion As we look to the future, the shift toward local production and nearshoring is not just a trend; it is a necessity. The webinar promises to offer actionable insights for brands interested in exploring onshoring or nearshoring strategies. By gaining greater control over supply chains and ensuring ethical practices, brands can not only meet the challenges of today but also set a precedent for the fashion industry of tomorrow. Join Kirsty McGregor and Bella Webb as they guide you through these pressing discussions. Whether you're a brand owner, designer, or a dedicated follower of fashion, this webinar offers vital knowledge for navigating the complex currents of our changing world. Don’t miss out on this opportunity to understand how to approach sustainable fashion and local production effectively. Register now to secure your spot.

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