HYPERMADE CULTURE MAGAZINE

TagBrand Management

Commentary
The Brief Reign of Creative Directors

Design in the Rhythm of Markets
19. February 2026
FASHION
T
Models leaving the runway in formation at the end of a fashion show, seen from behind

The major fashion houses are changing their creative directors at ever shorter intervals. What appears to be instability follows a clear logic. Design today is less a matter of authorship than a...

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Commentary
From the Brand to Exploitation

The Second Life of Great Names in Fashion
9. February 2026
FASHION
F
Four female models in black outfits walk away down a dark runway as the audience fades into shadow.

Great names do not disappear with their creators. As brands and companies, they endure and often reach their most profitable phase only afterward. Yet it is in this phase that the loss of what once...

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