CREATIVE LEADERSHIP IN FASHION BUSINESS TODAY : A case study on MUUSE

Abstract: Purpose: From an anthropological angle, the purpose of this paper is to shed light into how young innovative fashion companies can exercise creative leadership and reflect the creativity of their external image in their internal environment, towards their path to prosperity and success.Design/methodology/approach: The research analyses the case of MUUSE, a paradigmatic fashion company based in Copenhagen, Denmark in order to examine its creativity inside-out (external image and internal environment/operations). The entrepreneurs and employees were interviewed during two workdays, as well as observations were held over a period of eight months. For the analysis of the case and its operations, the 4P’s creativity framework (person, product, process and press/situation) was used.Findings: The research shows that creative leadership in fashion business today can be linked with innovation, meaningfulness and transparency in all levels of infrastructure. Further it declares the significance of creative leadership traits, which can include: having a creative and purposeful vision, developing an effective global mindset, evolving a creative work environment and increasing intrinsic motivators.