Accidentally seen on television footage from a haute couture fashion show can surprise and shock an unprepared viewer. Meanwhile, shows of such clothing attract the attention of the public and journalists, being a separate industry. So what are the goals of the organizers of these fashion shows and the fashion designers who create such clothes?
High fashion - what does this term mean?
The concept of haute couture, or haute couture, emerged in the mid-19th century. Literally translated from French, this expression means “high sewing.” This included exclusive clothing models that were made to order for special occasions. Such things were not intended for everyday wear and over time they became almost museum pieces.
The first representative of this trend in fashion was the Englishman Charles Frederick Worth, who opened the first fashion house in Paris. He also founded A syndicate that determines which fashion designers can be classified as haute couture. The corresponding certificates can only be obtained by a fashion house that has its own branch in the French capital, a certain number of employees and presents at least two clothing collections per year.
By the way! Only fifteen brands can boast of having such a document. In addition, as an exception, a group of corresponding members was created, which included fashion houses located in other countries.
Why are all these shows being held?
Often, shots from the next fashion show make an indelible impression, and trying to imagine where you can go in such outfits makes you rack your brain. Meanwhile, Such fashion shows have a very mundane goal - making a profit.
The fashion industry is a business like any other sphere of human activity. In addition to the mandatory collections required to obtain a certificate from the Syndicate of Haute Couture, any designer produces more familiar items for every day. Their sales make up the majority of the company's turnover.
So what goals do fashion designers pursue when dressing their models in outrageous dresses? The main thing is, of course, drawing attention to your brand. Any event in the field of fashion attracts a lot of attention, coverage in the press, and shows on television. All this contributes to the promotion of the brand and its recognition. In a word, everything that is now called the fashionable word “hype”.
Besides! During the fashion show, the designer can demonstrate some of his ideas and techniques, which will then find their place in everyday clothing models. For aspiring fashion designers, participation in shows can help them attract attention from well-known companies and receive offers of cooperation.
Why are couturier’s creations more and more unusual every year?
At all times shocking the public meant attracting more attention to oneself. This is one of the main goals of any fashion designer.
So, in the 1920s, Coco Chanel introduced her “little black dress,” which became one of the symbols of the fashion industry. After the end of the Second World War, which took a lot of energy and resources, people wanted to feel a little luxury, to touch the beautiful. All this gave a new impetus to the development of the industry.
French Christian Dior brought corsets back into fashion, and clothing models with elements of military uniforms appeared. In the 1960s, the sexual revolution was one of the reasons for the appearance of miniskirts. So, year after year, fashion designers invent new ways to be remembered and surprise the public. It is quite natural that gradually their creations amaze more and more.
Creativity in high fashion - how to recognize it?
There is another concept related to fashion - ready-to-wear. Translated from French, it means “ready to wear.” This category includes precisely those clothes that are designed for everyday use.. In 1957, Pierre Cardin was even expelled from the Haute Couture Syndicate for creating such a collection. However, in subsequent years, ready-to-wear clothing firmly took its place on the catwalk.
Everything else is precisely what designers consider art. By demonstrating unusual clothing models, they try to express their thoughts and worldview like artists and musicians. Only the medium for them is not paints and notes, but the model’s body, fabrics and other materials.
Therefore, such fashion shows should be treated like a visit to a contemporary art gallery.For example, the famous French fashion designer Paul Gaultier believes that creating haute couture collections gives him complete creative freedom, while developing commercially successful clothes suppresses inspiration.
They don't wear clothes like that! So why is it needed?
Rarely will an artist create a work of art and then simply throw it away. Fashion designers are no exception to this rule. The models of dresses and suits shown at fashion shows require a huge investment of time and money.
Interesting! This is a way to confirm your belonging to the elite of world fashion and emphasize your status. For manufacturers, this is primarily marketing and PR. Such clothes are sewn by hand, which allows you to preserve and enhance traditions, contrast your brand with mass industrial production, and position yourself as an artist and creator.
Despite the originality and shockingness, Haute couture clothing remains in demand among wealthy people. For some, it is a collector's item, just like expensive watches, jewelry or cars. They get pleasure from owning something unique and inimitable, because in this case a dress or suit can be made to order according to individual measurements. Music and movie stars wear such clothes on the red carpet, taking advantage of the chance to once again attract the attention of fans and paparazzi.
One may be skeptical about haute couture shows, but they will certainly retain their place in the modern world as long as they correspond to the goals pursued by designers and fashion designers. These are traditions, a means of self-expression and often real art.
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