Monday, June 21, 2010

Givenchy waves goodbye to couture

Although couture runways will be beginning July 5th, Givenchy will no longer be a part of the show.

The label has announced it is to stop couture catwalk shows in favour of individual client and editor appointments.  The label's couturier Riccardo Tisci will condense the collection into 10 looks and present them in an 18th century town house on the Place Vendome in Paris. He says future collections will be revealed at the label's "couture salons where mini catwalk shows will be held"
I knew this would occur after I received my magazine from the Wall Street Journal
Couture designers are faced with two problems, reports WSJ; "the overall shift of young people everywhere to a more casual style and the fact that many ready-to-wear companies are raising quality and prices, keeping volume how, precisely to lure a new generation of wealthy buyers,"
"Traditional customers are aging or dying leaving many to wonder whether there is a customer base left for couture"
"Couture is more than a product, it's a creative engine for the brand" -WSJ
What will happen when all designers are losing clients and put an end to their couture shows? Who will we thank for the amazing gowns, luscious cuts, silhouettes,and fabrics? 
"I want to make couture even more special than it is, and not just another catwalk show," Tisci told WWD. "People can really experience the couture moment - see it, touch it."
"After a crisis, a new era always starts," the designer added. "It's going to be a very good moment for creativity. For couture, it's going to go back to being very exclusive."
There can't be an end to couture. I believe it is the true essence of designer's creativity to step out of the casual-turned world and steer it to the true art of fashion.

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