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Can Creative Directors Save A Fashion Brand?

Can Creative Directors Save A Fashion Brand?

For the past couple of years, it is almost as if the fashion industry is playing a game of musical chairs. New creative directors and designers are appointed left and right, and we’re seeing continuous change that can be exhausting to keep up with. In a time where every single fashion brand is feeling the pressures of a saturated market, COVID-19 impacts and the continuous demand from consumers, finding time in the spotlight becomes increasingly hard. In a push to stay relevant, brands are beginning to listen to their audiences. A designer is no longer enough, what is needed now is a personality that can reinvent and resurrect a brand. Enter the Creative Director.

In the past year alone, we’ve seen announcements from some of the industry’s biggest names. 107 ALYX 9SM‘s Matthew Williams gets appointed at Givenchy, Kim Jones is going to Fendi, Raf Simons joins Miuccia Prada at Prada, Kerby Jean-Raymond is going to Reebok and today, Y/Project‘s Glenn Martens is taking over Diesel following Renzo Rosso’s 42-year reign. With every announcement, expectations become higher and consumers are no longer looking for just clothes to buy, they are looking for a designer and public figure to follow.

There’s no doubt that appointing a new creative director can bring a virtually dead brand back to life, just look at Daniel Lee at Bottega Veneta. The designer had previously been working behind-the-scenes at labels like Maison Margiela, Balenciaga and Donna Karan, and held the role as director of ready-to-wear design at Céline under Phoebe Philo. In 2018, Lee got appointed as the creative director of Bottega Veneta, and managed to take the brand from a snooze fest to arguably the most popular brand amongst fashion’s elite in less than a year. His signature dumpling-shaped The Pouch bag was scattered

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Scott Twitchell elected to Clark Insurance board of directors

Scott Twitchell elected to Clark Insurance board of directors


Scott Twitchell

Scott Twitchell, executive vice president of sales at Clark Insurance, has been elected to the agency’s board of directors. Twitchell is responsible for the strategic growth of the Maine, New Hampshire and Massachusetts markets as a member of the management team. He started his insurance career with Banknorth Insurance and eventually became part of the leadership team that grew to be TD Banknorth Insurance, TD Insurance, and most recently USI Insurance Services, before leaving to join Clark. Twitchell graduated from Bowdoin College and has attended executive MBA classes through Boston University and the University of Southern Maine.

Virginia Swain

Jon Mason

JMG, Jobs for Maine’s Graduates, a statewide nonprofit serving 10,000 students across Maine, recently added Virginia Swain and Jon Mason to its board of directors. Swain is a professor emerita at Dartmouth College and is dedicated to helping Maine youth succeed, and is especially interested in fostering students’ skills, health, self-confidence and ambition. Mason currently serves as the vice president of human resources for General Dynamics’ Bath Iron Works.

Amy Boles

Michael Cato

Ellen Halliday

Educate Maine has added three education leaders to its board of directors. They are Amy Boles, director of the Hancock County Technical Center, a career and technical education center serving high school students in the Ellsworth area; Michael Cato, who leads information technology strategy and operations at Bowdoin College as senior vice president and chief information officer; and Ellen Halliday, superintendent of schools at RSU 29 in Aroostook County. Educate Maine’s efforts focus on ensuring college and career readiness for all Maine people, and the incoming board members bring diverse education backgrounds and experiences from all over the state that will add to its leadership group.


Sacha Kiesman

Sacha Kiesman was hired to a permanent position at

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