What don’t designers nowadays do to maintain their brands selling and up in the market, without losing focus of Haute-Couture and the image of high quality in society that they represent? Truth is, they would do almost anything, considering nowadays Haute-Couture is not so lucrative, based on a very small public and not being able to transform itself into a more popular thing, for it would lose all it’s given value.
Haute-Couture, by rule imposed by the French when the German, back in WWII, wanted to take it to Berlin, can only be so considered if:
-Is made in Pars (the nationality of sewers and designers do not matter)
-Has a store in one of the streets in the triangle of Paris, and have a fashion show every 6 months there (each collection must have at leats 35 looks, for Day and night).
-Employs a minimum of 15 people, and make the clothes only with the finnest fabrics and trims, let each piece be unique or have only a few copies.
Those rules, imposed by the Chambre Syndicale de la Couture Parisienne – which is a counsel that unites 13 Haute-Couture Maisons (like Balmain, Dior, Lacroix, Givenchy, Valentino and Versace) are still valid, and it is a lot os Designer’s dream to get to this level of importance in fashion. But what does being ‘important’ mean nowadays to know Designers?
Pierre Cardin, for example, who is of and extreme recognition in this field, and has already impressed the world with his futuristic and unisex looks, nowadays don’t have the control he used to have over his products. There’s very low quality underwear with his signature selling in supermarkets, so I highly doubt he approved it, or that it has even been through him.
Big brands nowadays are betting in accessible products most people can afford to sustain themselves, once even though Haute-Couture is the image, it is only marketing, the brand’s face, what attracts people. When we see conceptual and unwearable looks in some Haute-Couture collection, that’s what it is.
Chanel sells nail polish, perfumes and when you think of it, these may be more expansive than the ones we usually buy, but they are still accessible and give people the opportunity of having something Chanel. The same goes on with many brands, realize it when you walk into a department store, what’s in the first floor, right there where we go in to shop? Perfumes and cosmetics in general of big brands.
I don’t think it’s wrong, not bad in the least, I like the scheme these brands adopt, I think it’s clever and it pleases the high class public as much as it pleases the public with less acquisitive power.