Evolution Secret of the Haute Couture World

This project is about doing a collaboration collection from a luxury brand for a retail brand. The project goes deeply into analysing and interpreting about marketing managment and visual merchandising. My topic is the collaboration of Acne Studios for French Connection. The end result is to create and sell a clothing line with ten different looks that represent both stores aesthetic.

The 18th century, more precisely between 1715 and 1789, was a significant time period in the fashion sphere for women in France. The time period itself was a mark of great change for the history of France due to various political reasons as well as various art movements and often times fashion, despite being a branch of art, is overlooked by most viewers. However, fashion during this time excelled in France and was essentially the symbol of a new era in this domain; French fashion was now snowballing into something much greater that still echoes to this today. Ultimately, the goal of this essay is to describe women’s fashion during the period of 1715-1789 and the shifts it made through the analytical use of various sources including artwork, literature, museums’ online archives and internet sources.

There have been and still are hundreds of fashion designers in the world. But only a few of them have had any major impact on fashion industry today. And even fewer have revolutionised the fashion industry completely. One of these revolutionaries is the renowned Christian Dior. He reestablished Paris as the centre of the fashion world, and created his name as a symbol of elegance, quality, and modernity. I will be looking into how Dior’s context informed his practice, by using three of his most iconic and popular designs; The Bar Suit, Venus Dress and the Cygne Noir dress. And how these were a direct representation of 1945-1950 France.

Upon this new creation the first “fashion house” was opened in Paris. Today Paris is commonly known as the fashion capital of the world, by Charles Frederick Worth. Worth is the very first fashion designer in all of fashion history, often called the father of couture, alongside Rose Bertin also a very prestigious designer.

The fashion industry is rapidly growing and constantly generating new fashion trends almost weekly. Fashion for some may seem ridiculous and unnecessary; but fashion is not just a meaningless usage of article of clothing or farcical materials sew together for coverage. There is more to fashion than meets the eyes, fashion is precious and significant. It is a reflection of self-image, it speak the ream about who we are and how we review ourselves. Not only is fashion the reflection of self-image but also the reflection of our history as Coco Channel have said, “Fashion is not something that exist in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.” Fashion

Haute couture, which in English mean ‘high sewing’ has a long and cherished history, particularly in Europe. Paris has long been an international core of fashion design. Charles Worth opened the first of the great Parisian couture houses in 1858. The city has created many significant design houses, such as Chanel, Dior, Yves Saint Laurent, Chloé, Givenchy, Lanvin, Céline, Hermès, and Louis Vuitton. To this day, Paris remains a prominent destination for shopping, from these designers. Paris is the primary home of haute couture, and has long set the course in fashion in Europe and around the world. The city is generally considered to be part of the "big four" global fashion capitals, alongside Milan, London and New York City. We can see how much people appreciate French fashion from designer clothes to designer shoes which really help develop economic growth of a country. In its beginnings, Paris' culinary development are indebted much to the 19th-century organization of a railway system that had Paris as a center, making the capital a focal point for passage from France's many different regions and gastronomical cultures. France's regions have provided exclusive cuisines, much like regional varieties of wine. Paris restaurants display this miscellany, with menus carrying typical territorial cuisine, fusions of diverse culinary

Fashion has been around ever since ancient times, since the time of the Romans, it survived the world wars and is yet today a business with rapid changes. Fashion started off as an art form, a way for the riches to show their social status with unique and innovative designs that only they could afford. It was a way to separate the social classes of the society. In this paper I will include the creator of haute couture, and how the following designers developed couture, as well as having leading names in today’s ready-to-wear industry. The list is long, but I chose to focus on the three most important designers of the modern fashion industry.

Born in 1905, Christian Dior, a fashion designer, became a fashion icon in the early 1940s. Before becoming a fashion icon, however, he initially was interested in art and architect. In 1928, after graduating college, he opened his own Art Boutique that displayed works from Georges Braque, Pablo Picasso, Jean Cocteau, and Max Jacob. Unfortunately, in 1931, he had to close his boutique after his mom and brother died. Shortly after, he became a design assistant by Paris couturier Robert Piguet and in 1940, after the WWII, he was hired by couturier Lucien Lelong. (Christian Dior) In 1947, he launched his new look and by 1957; Dior’s fashion had global sales of $22 million and net profit of $117, 440. After the war, Dior had almost single-handedly restored the international reputation of Parisian haute couture.(Harvard Business Publishing) On October 23, 1957, the tragedy of a third heart attack, killed Christian Dior at the age of 52 while on vacation in Montecatini, Italy. (Christian Dior)

Cultural capital which is used as ones knowledge about fashion, how well one knows the latest trends and history of fashion is essential to be considered as a key person within the field of fashion. Outsiders and insiders are also distinguished through behavior, their gestures and postures which are able to separate them from the outsiders. The arrangement and setting of the seats at the fashion show itself shows the positions of class within the field. The way members are seated at fashion shows show their significance of the social level within the system, thus representing the representatives within the field in the front rows. It has also been noted by Joanne Entwistle and Agnes Rocamora that in the fashion field the knowledge concerning art is more important than that of commerce. “Khan argues that catwalk shows’ only purpose is for them ‘to be noticed’ by the media and the public more generally, they are also for its participants to be noticed by other participants itself.” (Khan , 2000, pp. 114-127) Through this, Bourdieu’s concepts have been analyzed within the field of fashion which demonstrates that being recognized is vital for reproducing relationships and social status within the field of fashion through symbolic forms of capital instead of economic capital only.

Paul Poiret was born on April 20th, 1879 in Paris, France. His contributions to twentieth-century fashion has earned him the title in many people’s eyes as the “King of Fashion”, because he established the principle of modern dress and created the blueprint of the modern fashion industry. Poiret’s designs and ideas led the direction of modern design history. He was born into a working class family and his natural charisma eventually gained him entry into some of the most exclusive ateliers of the Belle Époque. Jacques Doucet, one of the capital’s most prominent couturiers, hired him after seeing promising sketches he had sold to other dressmakers. Furthermore, he was hired by the House of Worth and was put to work to create less

Elie Saab developed an interest on fashion starting from early ages. Built his first atelier only at the age of 18. His passion for fashion and haute couture grew in the following years and has dedicated himself to his brand from design to brand and customer communications .According to him :“Couture was a creative engine for the entire brand, a marketing tool for foundation of an image on a profound long term level.”

One of the most well-known and respected high fashion brands of all time is Chanel. Today, it is worth billions of dollars, but that was

The typical plan for Es to its customers based on three levels: core, actual and augmented. In haute couture, ES spend a lot of time on delivering unique design, with high quality fabric , competitive pricing , without compromising on services

With regard to the problem of the lack of a creative director, we suggest a variety of solutions. Firstly, considering that the coordination of six designers have a vital importance in order to give compactness and homogeneity to the collections, the presence of a creative director is essential. Given the increasingly influential economic crisis , we realize that hiring a new creative director can be a huge responsibility, so we think it could be useful to make each new collection in collaboration with a famous designer from the world of luxury, as other fashion companies do. In fact, by hiring a designer who is well known and recognizable - by all types of customers in every country - not just the

In the same magazine, Gucci was listed as a very valuable fashion brand with estimate revenue of 12.7 Billion Dollars (Forbes). The two companies show a very spirited competition which is only demarcated by an estimated revenue difference of 5 billion dollars. This, then, means that with such high competition in the industry, Gucci can never, at any one time, sit pretty thinking that it runs the fashion scene – far from it – other worthy brands are selling out there – they have the ability to supersede Gucci in the short and long run.