In a fashion landscape often dominated by spectacle and speed, Lucie and Luke Meier’s quiet exit from Jil Sander felt like a whisper. And yet, it echoed loudly.
Image source: Business of Fashion
After six years of calmly reshaping the brand, the duo announced they were stepping away. No dramatic fallout. No fading relevance. Just a well-timed, well-earned farewell.
But for those paying attention, their tenure — and their exit — is rich with insight. Not just for fashion lovers, but for anyone who builds, manages, or protects brands.
Here’s what brands and humans alike can learn.
1. Creativity Is a Relationship, Not a Role
The Meiers didn’t just lead Jil Sander’s creative vision — they nurtured it. As co-creative directors, they operated in tandem, not competition. Their process seemed built on balance, mutual respect, and shared intention.
Brands can take note: creative brilliance doesn’t require a singular genius. Sometimes, it’s about creating space for multiple voices, and letting tension become fertile ground for innovation.
2. Luxury Doesn’t Need to Shout
While peers chased hype cycles and celebrity moments, the Meiers doubled down on restraint. Their work was deeply considered — never rushed, never loud.
In a market obsessed with virality, this approach was quietly radical. It reminds us that clarity and conviction often outperform noise. Great brands know when to hold back.
3. Know When to Leave
The Meiers chose their moment. They didn’t wait for burnout, backlash, or brand fatigue. They exited at a high point — after reestablishing Jil Sander’s relevance without compromising its DNA.
It’s a bold but underused move in brand building: the art of leaving well. Longevity isn’t always the goal. Legacy is.
4. Reverence Can Be Revolutionary
Rather than tear down the house that Jil built, they studied it. Understood it. Then slowly, subtly, updated it for a new era.
In branding, this is powerful.
Legacy doesn’t have to be a burden — it can be a foundation. Change doesn’t always require rupture. Sometimes, it’s best when it arrives like a whisper.
Final Thought
Lucie and Luke Meier didn’t just create beautiful clothes — they told a story about creative integrity, brand alignment, and the value of restraint. Their exit marks the end of an era — but for those watching closely, it also opens a conversation.
About brand building. About timing. About leadership.
Because sometimes the most impactful move a brand can make… is knowing when to step aside.
