Why it matters: Centralizing creative control aims to sharpen brand coherence and accelerate product heat across women’s, men’s, and couture.
Impact: While near-term sales impact is limited, a unified creative strategy can lift full-price sell-through, margin mix, and brand equity from 2026 onward.
What to follow: Early capsule collaborations, campaign shifts, and wholesale feedback ahead of the first Milan show in February 2026.