Why Couture is and has ALWAYS been fashion's answer to crisis
2023 has already started for a trimester and we are facing a worldwide economic uncertainty period, which is quite difficult to apprehend.
From an European point of view, we are hit by price inflation, an energy crisis, and an ongoing war that no one seems to know any more how to stop.
Wherever I have been this past 3 months (NY, LONDON, MILANO, PARIS), you can feel a growing frustration within the working and the middle-class to assess its future.
And?meanwhile, our small fashion worlds keeps?on communicating around its record profits.
Mc Kinsey has issued in November 2022 a report stating the clouds looming on the fashion brands : https://www.mckinsey.com/industries/retail/our-insights/state-of-fashion?(November 29, 2022).
Among them, fashion’s ability to crawl in controversy and scandal has always fascinated me.
When everything goes well, designers and fashions brands have always?have?a need to hit a wall, driving carelessly and forget its core function?: trying to make the most beautiful object and delivering something that the customers' will live with and keep with them for a long time...
Balenciaga latest show and?its?way to steer clear (eventually) of its damaged image was to get back to fashion’s core and unique route : COUTURE.
I am not a journalist, or even a trend adviser, so I will leave you to do your own research on the numerous articles written?since the last fashion week : https://www.lemonde.fr/m-styles/article/2023/03/19/balenciaga-apres-la-tempete_6166114_4497319.html
As an insider, I would like to state again the reason?why?we all fell in love with our industry in the first place: COUTURE.
The skilfull?artisan behind the show, the know-how that is so much more important than the communication (make-known) that changes so quickly from one show to another.
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I had the chance to meet several students during these past 3 months and I shared?with them my experiences working with the greatests, and what made them unique.
Their desire and passion and their abilities to spread that energy within their teams.
Rihanna at the Oscar with THAT Maison Alaia's dress : https://www.nytimes.com/2023/03/13/style/oscar-fashion-marketing.html?(March 13,2023), was a direct bond between Azzedine past and present, while those who knew him are still working there under Peter’s clever and positive management.
COUTURE will always be the solution.
At the time, when all we hear is thinking about the product’s effect on the environment, may be it worth noticing that behind every single object thought and worn, there is a story to uncover : https://www.nytimes.com/2023/03/14/world/europe/shipwreck-dress-netherlands.html?(March 14,2023).
George Bernard Shaw said "The single biggest problem in communication is the illusion that it has taken place.”
It is only because we focus on what we know to do best, that our contribution will have a lasting legacy. Let the others do the talking.
Thomas Eberhard
Artisan Services Advisor @ Richemont | Master Craftswoman | Leather Goods Designer | Development, Innovation & Restoration
1 年Thank you for the post Thomas, it is extremely important to highlight the craftsmanship, design and high quality that couture brings along (or that it should). Having worked designing and restoring luxury items with my team in the past years just highlighted how much people appreciate and still need to be educated about the craft, showing the process and taking an emotional journey with the consumer as they become deeply attached to their items and know they’ll be treasured for many years to come.