What Exactly Is a Creative Director, Design Director, or Art Director? Breaking Down the Roles, Paths, and Industry Confusion
Because not everyone “creatively directing” is doing the same job.
When I was younger, I had this grand, glossy idea of what it meant to be a fashion designer. I pictured a life of creative glam—surrounded by racks of pristine samples, sketching away in a perfectly rumpled white shirt, hopping between design meetings and art galleries, and jetting off to Paris for “inspiration,” only to end the night with long dinners alongside cool muses. Not quite Emily in Paris glam, but close enough—a slightly toned-down version of that high-fashion fantasy. Runway shows, glamorous photoshoots, late-night fittings with famous models—always with a glass of something sparkling within reach.
Turns out? After sticking around long enough in the industry, I did experience most of it—just in a far less romanticized version than I’d dreamed of. The racks of samples were there, but they weren’t always pristine. The Paris inspiration trips happened, though they came with too many other vendor visits squeezed into tight schedules—and plenty of jet lag. And those glamorous photoshoots? I was usually observing from the sidelines, not running the show.
By the time I was Head of Design, I’d lost count of how many times someone asked me, “Do you go to the fashion shows? Are you in charge of the photoshoots?” I get why they assumed I’d be front and center in all of it. Movies, documentaries and social media often shine a single spotlight on the person at the top of the creative chain—the Creative Director—calling the shots and orchestrating the vision.
What they don’t highlight is the army of creatives beneath that top commander doing the real groundwork: the designers buried in swatches, samples, and fittings; the brand teams orchestrating campaigns and marketing strategies; and the merchandisers analyzing trends and market data to steer the direction.
And here’s the thing—not every brand has a Creative Director at all. Instead, teams step into those spaces collectively, leading from different angles to keep the creative machine running.
And if you’re Head of Design, surely you’re the Creative Director, right?
Here’s the truth: that high-fashion fantasy so many people (including my younger self) imagined? It’s not the life of most designers. It’s the life of a Creative Director—but ONLY under a very well-established system, one with the resources, structure, and support to bring that singular vision to life. And for a long time, I didn’t understand the difference either.
No one explained it to me when I started—not in fashion school, not at my first job—that roles in fashion come with very different responsibilities. Titles like Creative Director and Design Director might sound like they’re part of a singular ladder—one level above the other—but the roles themselves aren’t so cleanly aligned.
And honestly, the confusion isn’t helped by the fact that everyone these days seems to be calling themselves a “Creative Director”.
I’m not saying that to gatekeep. Creativity—at any scale—deserves to be celebrated. But understanding the structure, the roles, and the reality behind those titles? That can help you navigate your career (or just your curiosity) with a lot more clarity.
So here’s what I’ll break down for you:
The In-House Structure: Creative Directors and the teams they oversee—Design vs. Creative/Brand.
Not Every Brand Has a Creative Director: How collective or merch-driven brands operate.
Pathways to Becoming a Creative Director: Because no, it’s not as easy as it looks.
The Confusion Over the Title: Creative Director or Creative (Art) Director?
Woo—it's going to be a long and nerdy one. Ready?
A Quick Disclaimer:
This article is shaped by my own experiences as a designer in New York. But no two fashion companies are alike. Structures, roles, and responsibilities can differ wildly depending on the brand, region, market, and the size of the company. Think of this as more of a starting map than a definitive guide.
If you work in the industry, I’d love to hear how your experience compares. Does your structure look different? Do the roles overlap in surprising ways? Let me know in the comments—let’s connect and trade notes! :)
The In-House Structure: Creative Director and the Supporting Teams
At the very top of the creative chain sits the Creative Director—the visionary leader who oversees a brand’s entire creative identity. They define what it feels like to be part of the brand, from setting the direction for the products to crafting campaigns that make you stop scrolling.
To bring this vision to life, they work with two core creative teams:
The Design Team for products
The Creative/Brand Team for narratives
The Creative Director’s role is to ensure the product and the storytelling align seamlessly, creating a cohesive and emotionally resonant brand experience.
But these two teams aren’t the only ones collaborating with the Creative Director. Behind the scenes, there’s an entire network of extended teams—from Merchandising and PR to Visual Merchandising and Digital Experience—working to amplify and execute the Creative Director’s vision across all touchpoints. These teams ensure that every detail, from the store window displays to the website’s user experience, stays on-brand and supports the larger creative narrative.
For now, let’s dive into the two creative teams: The Design team vs The Creative/Brand team
The Design Team
With the Creative Director’s overarching direction in place, designers shape the vision for the products. They conceptualize the product assortment, sketch ideas, and balance creativity with practical problem-solving.
Who’s in charge? The Head of Design (often a Design Director or VP of Design), who oversees categories and ensures the design vision aligns with the brand’s goals.
While designers focus on the look, feel, and identity of the product, turning those ideas into something tangible is a collaborative process with the help of key partners:
Product Development Teams manage vendors, sampling, and timelines.
Technical Designers ensure the garment’s fit and construction are precise.
Production Teams oversee the transition from prototype to final product.
Being a designer is far more technical and hands-on—than it may appear from the outside. Yes, there’s moodboarding and sketching, but much of the day-to-day involves sifting through piles of samples, troubleshooting a seam that won’t sit right, or tweaking a design to hit production margins. It’s work that requires equal parts creativity, precision, and adaptability.
The Creative/Brand Team
If the Design Team brings the product to life, the Creative/Brand Team shapes how the world sees it. They’re responsible for the storytelling—the campaigns, branding, visuals, and emotional connection with the audience.
Who’s in charge? The Head of Brand or Head of Creative.
What do they do? This team includes art directors, content managers, and graphic designers who ensure every campaign, image, and ad aligns with the Creative Director’s overarching vision.
Who do they work with?
Externally, they collaborate with creative talent outside the brand—photographers, stylists, videographers, and freelance Art Directors or Creative (Art) Directors—bringing fresh perspectives to campaigns and visuals. These partnerships help elevate the storytelling and inject unique, timely ideas into the brand’s narrative.
Internally, the team works closely with PR and Marketing to amplify their creative work and ensure the brand’s vision reaches its intended audience. PR teams focus on positioning the narrative through press placements, partnerships, and media relationships, while Marketing crafts strategies to deliver the story to consumers through campaigns, events, and digital platforms.
Not Every Brand Has a Creative Director
While luxury houses or high-end designer brands rely on a singular Creative Director to shape their vision, many commercial and fast-moving brands work differently.
How?
Collaborative Teams: The head of Design, brand and merchandising work together and make collective decisions—no singular voice calling the shots.
Merchandising-Driven: Sales data and market trends often dictate decisions.
But here’s the twist:
Even some of these brands are starting to add visionary Creative Directors to their leadership. Why? Because in a world full of options, storytelling matters.
Gap brought in Zac Posen (Creative Director of his namesake brand) to revitalize its heritage identity, while Uniqlo recently appointed Clare Waight Keller (the former Artistic Director at Givenchy) to refine its global narrative.
It’s a sign of the times. Even data-driven brands are realizing the value of a singular creative voice to bring cohesion and aspiration to their identity.
Pathways to Becoming a Creative Director
As mentioned earlier, the titles Creative Director and Design Director might sound like they’re part of a singular ladder—one level above the other—but the roles themselves aren’t aligned. A Creative Director, who oversees not only the product but also the narrative, must have the ability to see the big picture and connect all the moving parts: the product, the storytelling, and the emotional identity of the brand.
Historically, Creative Directors have come from design backgrounds. But not every Head of Design has the skillset—or the opportunity—to step into a Creative Director role. The structure of most brands, where product and narrative teams often operate separately, doesn’t always allow for cross-exposure. And let’s not forget—there are only so many seats in the world.
That said, here are the three main pathways to becoming a Creative Director:
1. The In-House Design Pathway
These are the designers who rose through the ranks, honing their craft within established brands before stepping into creative leadership. This path reflects years of experience working hands-on with products, learning to balance creativity, strategy, and execution.
Examples:
Matthieu Blazy (Bottega Veneta, now Chanel)
Alessandro Michele (Gucci, now Valentino)
Phoebe Philo (Chloé, Celine, now her namesake brand)
Olivier Rousteing (Balmain)
In the U.S., this pathway is exemplified by:
Olympia Gayot at J.Crew, who revitalized the brand with a modern yet approachable vision.
James M. Jeter at Ralph Lauren, who worked his way up through Polo before leading its creative direction.
2. Founders as Creative Directors
Some of the most iconic Creative Directors are also the founders of their own brands, shaping both the product and the brand’s overall vision from the ground up. In this role, they aren’t just leading; they are the brand.
Examples:
Catherine Holstein at Khaite
Mary-Kate and Ashley Olsen at The Row
Countless namesake designers like Marc Jacobs, Alexander Wang, and JW Anderson
Some of these founders have even gone on to lead larger, heritage houses, bringing their unique creative voices to global audiences—like JW Anderson, who took the reins at Loewe while still running his own brand.
3. The Exceptions: From Outside the Traditional Path
In recent years, the rise of digital media, branding, and the demand for cultural relevance has widened the pathway to Creative Director roles. Visionaries from other creative disciplines—architecture, photography, music—have proven that storytelling and cultural impact can matter as much as design expertise.
Examples:
Virgil Abloh (architecture): Brought his unique vision to Louis Vuitton Men’s and reshaped luxury fashion.
Hedi Slimane (photography): Reinvented brands like Dior Homme, Saint Laurent, and Celine.
Pharrell Williams (music and culture): His appointment at Louis Vuitton Men’s shows the increasing importance of cultural connection and lifestyle relevance.
The Confusion Over the Title “Creative Director”
Lastly, let’s untangle the confusion between two distinct roles often referred to as 'Creative Director'—the Creative Director and what I’d call the Creative (Art) Director.
Creative (Art) Directors don’t oversee the product; they’re shaping campaigns, visuals, and narratives. They often come from art direction, photography, or branding, and with the rise of social media, the demand for creative assets—images, videos, and content—has skyrocketed. Brands lean on external talent because it’s flexible and gives them access to specialized skills. These creative directors work independently or through creative agencies.
Simply put:
The (In-House) Creative Director oversees the product and the storytelling.
The Creative (Art) Director focuses on the storytelling alone.
If you’re curious about this world, I’d recommend checking out writers like
or —both have shared incredible insights on building careers in art direction and branding.Why It Matters to Know
The fashion industry is a massive, complex machine, and titles can be confusing. But whether you’re trying to navigate your career or simply understand how it all works, knowing the distinctions helps.
Careers rarely follow a straight line, but having a map—even a loose one—makes it easier to figure out where you want to go. I hope this gave you a clearer picture of the paths, the roles, and the realities behind one of fashion’s most overused (and misunderstood) titles.
Cheers to finding your way!
Sujin
This was such an interest article! very insightful and engaging - subscribed. would love to hear your thoughts on a piece i wrote about the met gala previous looks and the costume institute!
Great post! very helpful and interesting!