Brand comeback or brand fatigue?

Everyone loves a comeback story, but does every relaunch signal true renewal—or sometimes just brand fatigue?

Saint Laurent’s resurgence under Anthony Vaccarello is a model for modern transformation. He doubled down on bold tailoring, rebooted the Paris flagship, and turned the brand into a favorite with younger buyers, growing sales to over €3 billion in 2023, according to the Kering Annual Report.

Bottega Veneta’s rebrand, led by Daniel Lee and now Matthieu Blazy, pushed boundaries by dropping logos and focusing on materials and silhouette. The new direction won awards and sold out collections but also polarized critics and some loyal clients.

On the other hand, Burberry’s high-profile creative switches (from Riccardo Tisci to Daniel Lee) generated headlines but failed to reverse a sales slump in 2024, with Q1 growth trailing rivals according to the Burberry PLC Results. Some relaunches work; others fall flat. Is it creative vision, product innovation, or just timing that makes the difference?

Have you seen a brand comeback that truly impressed—or one that left you wanting more?

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