Balancing Heritage and Innovation: Insights from Creative Director Wes Gordon
By Mackenzie Richard
Known for his exquisite designs and unwavering commitment to elegance, Wes Gordon has been instrumental in both preserving and evolving Carolina Herrera’s identity since joining in early 2018, when he was personally selected by Mrs. Herrera. Under his leadership, the brand has reconnected with the bold, confident, fun-loving (yet eternally elegant) woman who has always served as the house muse—attracting a modern, diverse clientele. With a rich history and global reputation, Carolina Herrera remains synonymous with beauty and sophistication, and Wes’s tenure has been marked by a profound respect for the brand’s heritage, seamlessly infused with his own creative vision. His collections, thoughtfully constructed, resonate deeply with both loyal customers and new audiences alike.
Sitting down with Wes reveals not just a leader of a legacy brand, but one of the rare designers deeply immersed in the craft itself. Every element, from fabric choices to the subtle interplay of colors, is considered with an intensity that speaks to his dedication. In conversation, his thoughtful approach to design is palpable—each decision is weighed with care, and this careful consideration effortlessly translates into his collections. His reflections offer a rare window into the complexities of fashion leadership, demonstrating a deft understanding of both artistry and strategy. His thoughts on maintaining brand integrity, balancing tradition with innovation, and crafting impactful designs provide a masterclass in the delicate art of steering a legacy forward while keeping it relevant for modern audiences.
Finding Harmony in Heritage
Wes’s entrance into Carolina Herrera was marked by a deep reverence for the brand’s storied history, a sentiment that remains at the heart of his work today.
“What I’ve really come to realize about myself as a designer is that what I aspire towards is beauty—the idea of elegance and beauty,” Wes begins. “I know who I am, and I know who I’m not, and it’s taken me time to figure those things out. Herrera is a house that is about beauty. It’s about making pretty clothes, and I happen to really revere that rather than think of it as something frivolous.”
This grounded perspective has guided his approach in transitioning the brand into a new era, without erasing its history. As Wes puts it, “There are lots of different ways that a brand can transition from its founder to its next creative director. One route is to make it a white box, essentially obliterating everything that came before and starting new… But that’s not the route of Herrera. It’s about really understanding the foundation of the house, loving the foundation… and building upon that—making it my own, making it different, and tweaking it but not abandoning it.”
Embracing Color as a Signature
One of the most striking evolutions under Wes’s leadership has been the vibrant infusion of color into Carolina Herrera’s collections.
My first light bulb moment came from the iconic Warhol portrait of Mrs. Herrera and the Warhol color palette—rich, vibrant colors,” Wes explains. “This should be a brand synonymous with color. If we’re doing pink, it’s Flamingo Pink. If we’re doing yellow, it’s Toxic Apple Yellow. Everyone knows now that any dusty, sad, muted, chalky color is not right at Herrera.”
Wes elaborates on how this transformation has become central to his creative process with a practical approach.”Colors have become crucial and at the center of my process. My season begins with the color palette, and I spend about a week playing with millions of pantones, fabric swatches, images, and unusual combinations to create a palette that carries throughout the season.”
Navigating Legacy and Leadership with Grace
Leading a house with such a rich legacy comes with its own unique set of challenges, and a particular pressure is added when its founder is still a present figure. Wes approaches this with grace and respect, maintaining a thoughtful balance between honoring Mrs. Herrera’s legacy and steering the brand into the future.
“It’s a unique situation because Mrs. Herrera is alive and very well. Though she’s not working with the company, she sits front row at every show and sees the collection for the first time when it walks the runway,” Wes remarked, acknowledging the weight of that responsibility. “That’s a lot of pressure on me as someone designing clothes that say ‘Carolina Herrera.’”
Wes highlights the importance of balancing advice and intuition “An important lesson is knowing when to listen to advice and when to listen to your gut. All experience is valuable, whether good or bad. I definitely spent a few years very concerned about making sure everyone was happy. It’s important to learn that you’re never going to make everyone happy. Coming to terms with that is essential.”
Innovating While Staying True
Wes’s tenure at Carolina Herrera has also been marked by innovation, particularly in how the brand’s collections are conceptualized and presented.
I like the idea of making something that makes a woman feel beautiful. I love coming up with a color that looks amazing in silk or obsessing over a print and getting it just right. To me, it’s that chase of elegance and beauty. I’m very romantic about it, and it’s subjective. When do I feel the most proud? When I’ve made something better than it was before, more beautiful.”
– Wes Gordon
This pursuit of beauty and transformation is evident in every piece Wes designs, showcasing his dedication and passion. “I love the transformation, the before and after, and collectively making things prettier.”
Reflecting on Successes and Lessons
As Wes continues to guide Carolina Herrera into its next chapter, his reflections offer invaluable insights for those navigating the often complex world of fashion. His ability to balance the past with the present, honor tradition while embracing innovation, and navigate the expectations of a heritage brand has cemented his place as one of fashion’s most thoughtful leaders. His journey is a testament to the power of creativity, intuition, and the pursuit of beauty—a pursuit that remains at the heart of Carolina Herrera’s enduring elegance.