Despite the rumours, couture is not going to an early grave, according to a few very strong haute couture brands, including Chanel, Dior and Jean Paul Gaultier. As the fashion houses have battled over the last 24 months with the economic crisis, there have been a few casualties such as Christian Lacroix, yet judging by recent results, couture remains alive and in abundance.
The couture houses are reaching new extremes in order to cater for their wealthy clientele. Gucci, who have been a ready-to-wear house previously have moved into couture, and have canceled all runway shows going forward. Instead they are opting for private appointments. After Jean Paul Gaultier showcased their first haute couture show in Moscow, they have experienced a “spectacular recovery” with an onslaught of Russian clients.
For Chanel, their sales from the past Summer collection were up 20 to 30 percent, with president Bruno Pavlovsky explaining ‘we have new clients from Europe and the Middle East’. Givenchy have also predicted an increase of 10 to 20 percent this year, and Dior reported that John Galliano’s previous Summer couture collection was one of their best selling in years. CEO Sidney Toledano stated of their success “we received so many orders, we are not sure we can deliver them.” Toledano explained “the clients are looking for high quality, and haute couture is the summit.” It appears couture is back!
Image credit: vogue.com.au
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