Gen Y fashion designers reshape luxury industry demographics
A generational shift is underway in fashion as designers born between the 1980s and 1990s take creative control of major luxury houses. The September 2019 fashion weeks in New York, London, Milan, and Paris showcase collections by under-40 talents. LVMH awarded its 300,000-euro prize to 25-year-old South African designer Thebe Magugu, the first African winner. Recent appointments include Bruno Sialelli (31) at Lanvin, Daniel Lee (32) at Bottega Veneta, Daniel Roseberry (33) at Schiaparelli, and Rushemy Botter (36) and Lisi Herrebrugh (29) at Nina Ricci. Millennial consumers, who spent $200 billion on luxury in the US last year and over half of China's $60 billion luxury expenditure, drive demand for designers who communicate values and sustainability via social media. Gen Y creative directors earn €500,000 to €2 million, far less than Gen X counterparts, and are more adaptable to short-term contracts.
Key facts
- Designers born between 1980 and 1999 are taking creative director roles at major luxury brands.
- LVMH Prize 2019 winner Thebe Magugu is 25 and the first African recipient of the €300,000 award.
- September 2019 fashion weeks run from second week of September to September 23 across New York, London, Milan, Paris.
- Bruno Sialelli (31) appointed at Lanvin in 2018; Daniel Lee (32) at Bottega Veneta in 2019; Daniel Roseberry (33) at Schiaparelli in 2019.
- Rushemy Botter (36) and Lisi Herrebrugh (29) joined Nina Ricci in 2019.
- Millennial luxury consumption in the US reached $200 billion in 2018.
- Chinese millennials spent $60 billion on luxury in 2018, over half of China's total luxury spending.
- Gen Y creative directors earn €500,000 to €2 million, compared to up to €8 million for Gen X.
- Gen Y designers naturally use social media to connect with consumers and share personal lives.
- Younger designers are more cost-effective and flexible with contract terms.
Entities
Artists
- Thebe Magugu
- Bruno Sialelli
- Daniel Lee
- Daniel Roseberry
- Rushemy Botter
- Lisi Herrebrugh
- Jonathan Anderson
- Francesco Risso
- Anthony Vaccarello
- Julien Dossena
- Olivier Rousteing
- Kerby Jean-Raymond
- Telfar Clemens
- Brandon Maxwell
- Grace Wales Bonner
- Simon Porte Jacquemus
- Marine Serre
- Virgil Abloh
- Maria Grazia Chiuri
- Pier Paolo Piccioli
- Heidi Slimane
- Clare Waight Keller
- Alessandro Michele
- Kim Jones
- Riccardo Tisci
- Alber Elbaz
- Jean-Philippe Hecquet
Institutions
- LVMH
- Lanvin
- Bottega Veneta
- Schiaparelli
- Nina Ricci
- Loewe
- Marni
- Saint Laurent
- Paco Rabanne
- Balmain
- Artribune
Locations
- New York
- United States
- London
- United Kingdom
- Milan
- Italy
- Paris
- France
- China
- South Africa