Style File: Creative Direct This

Style File

Creative Direct This Jan 30th 2013, 17:54 It feels like mere months ago the world suddenly flooded with “curators.” Now? Creative directors. What used to be reserved for the top of a fashion company or the top of a masthead can now be applied just about anywhere and to just about anyone—which is how it’s come to pass that RIM, the company that makes the BlackBerry, announced its own global creative director today: Ms. Alicia Keys. Her role: to make music videos with the new BlackBerry 10 while on tour. But no, you cannot BBM her. In related news, RIM isn’t the only tech company to jump on the bandwagon: Last year, Intel named The Black Eyed Peas’ Will.i.am as director of creative innovation, and today Samsung announced that it will collaborate with Alexander Wang. And three makes a trend. Photo: Timothy A. Claryt/ AFP via Getty Images

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