Straying Away

Haute couture is known for their strict rules and procedures. From only having two dozens designers who are allowed to use the label haute couture, to regulating how products are made, only being handmade and in Paris – it is one of the hardest and most exclusive groups to be a part of. However, even within these severe regulations, without change there is no way that a house or brand can simply survive.

I do not believe that modern couture fashion shows are consistent with their legacies. The truth is haute couture was created as a necessity “for high-class Parisians in the 19th century”, according to Lisa Armstrong’s article “Inside the rarefied world of haute couture shopping in the Telegraph. However, their consumers have been opening to a new crop of clients – American working women. Not only is haute couture available to different women, but haute couture fashion shows as well. Typically fashion shows were only meant for billionaires and the top elite.

Probably the most important aspect of haute couture is the creation of the fashion pieces. With each item, it is carefully and precisely constructed, to ensure that the piece is completely flawless and spectacular. As said in the Wall Street Journal video “Haute Couture: Working Women Entering Fashion Pinnacle”, part of the experience is to go in for fittings – especially for the price the consumer is paying. However, within the haute couture culture, fittings may be a thing of the past. For example, Dolce & Gabbana now use a wooden mannequin with their frequent customers and their specific measurements. With the new mannequins, the customer is no longer required to come and get personally fitted, thus losing part of the haute couture experience.

Like Ungaro and Ferragamo, haute couture constantly has to add licenses or add new unconventional items to their brand in order to stay interesting and relevant. Due to their continuing loss of profits, they have opened their minds to licensing and even opened up to using technology to create an un-traditional haute couture.

http://www.thedailybeast.com/articles/2014/01/27/the-new-queens-of-haute-couture.html

http://www.metropolismag.com/Point-of-View/May-2014/Its-Electric-Wearable-Tech-Goes-Haute-Couture/