Brexit / by Mike Tyle

Only 6 months after the former MyTheresa womenswear buyer, with no design experience but 102k Instagram followers, was made creative director. Within that time he re-branded the house including new logo and advertisements juxtapositioning high-end cashmere with Metallica as models.

Re-branding is never an easy task. Sometimes it works i.e- Gucci, but trying to move forward and not loose your super rich traditional customer (Bironi suits start at 5K) before the new customer base has picked up is very tricky.

It's hard to say what exactly caused the rift but it's safe to assume that holding company Kering didn't like the direction the house was going despite the clothing itself getting general good reviews... but reviews are one thing turning a profit is another and the conservative CEO-type might not like seeing their traditional brand with a new font and a heavy metal band, who (safe bet) probably doesn't speak to the customer, fronting the campaign.