The Belgian designer is WWD’s 2023 Designer of the Year.
At a time when celebrities are creative directors, luxury campaigns confirm Hollywood romances, and heritage pieces are being rehashed at a dizzying clip,“The whole celebrity situation is getting kind of out of control,” he said during a recent interview. “Having a celebrity on the catwalk, having a celebrity in the room…now I think more of the reviews are about who is sitting front row than what the collection was about.
“It’s been a very good year,” the designer said, highlighting sales of the men’s and women’s collections, and beauty with the support of. The conglomerate, which does not break out sales for its individual brands, aims to reach sales of 4.5 billion euros by 2025. “The moment that we announced the deal with Puig quite a lot of people thought now it is going to become commercial and it’s going to be drops and collaborations. OK, we did one with Stussy because I really enjoyed that, but it’s not purely commercial decisions,” Van Noten said of his approach.
“Through the collections, we try to speak to quite a lot of different customers. And I’m very happy to say that we succeed with that,” Van Noten said of the brand’s multigenerational reach. “Also the things that we are doing communication wise, the making-of videos about how we do embroideries, young people especially are really fascinated by that kind of craft,” he said.
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