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YEEZY’s Kanye West at the Gap, Fear of God’s Jerry Lorenzo at adidas, Aimé Leon Dore’s Teddy Santis at New Balance, Pyer Moss’ Kerby-Jean Raymond at Reebok, and now Noah’s Brendon Babenzien, at J. Crew. Why are mass market brands now gobbling up the creative directors that were once being hired into luxury houses? Let’s break that down.
This morning it was announced that Brendon Babenzien — co-founder of New York-based streetwear-inspired menswear brand Noah and former Design Director at Supreme — has been appointed Creative Director of J. Crew Men’s. His first collection is expected to debut in the second half of 2022.
The move follows a chain reaction of aforementioned high profile appointments that began in September 2020, when Reebok doubled down on its partnership with Kerby Jean-Raymond by naming the Pyer Moss founder its new Vice President of Creative Direction, leaving the designer in charge of Reebok’s product, global marketing and development organizations. Jean-Raymond was also put in charge of Reebok’s Product With Purpose program which is set to launch in 2022.
Two months later, adidas announced it would be embarking on a long-term “creative and business” partnership with Fear of God’s Jerry Lorenzo that will see the American designer head…