Every brand is trying to tell a story

Unless you are a fashion-lover at the nerdier end of the scale, you probably weren’t fussed, or likely didn’t clock, that Daria Werbowy, the 39 year old Canadian/Ukranian model who has been MIA these past few years, was earlier this week revealed to be the new face of Gucci.

For most, the biggest talking point of the story was this: that in being signed by Gucci ( owned by Kering), she would surely be precluded from working with Phoebe Philo (part-owned by arch rival LVMH). Philo’s much-hyped, much-anticipated relaunch is due next month, and since no model was more synonymous with Philo-era Celine than Werbowy, the Gucci move was a surprise.

What does it all mean? Whatever it means for Philo, what it means in a wider sense is salient. “Daria, we started together in this business in 2003, and here you are with me at the beginning of this new adventure,” is how Gucci’s creative director, Sabato de Sarno, captioned the Werbowy reveal. “David, you pictured her at the debut, now you are behind the camera for her comeback,” he added, referring to the photographer David Sims.

“I saw her first” vibes aside, the whole thing proves just how important legacy is in an industry that can still struggle to make authentic connections. Every brand is trying to tell a story, but the most storied stories are the ones that truly stand out.