Leading brands in the field of haute couture 4 May 2020
A brand in any field represents luxury, the expensive, the authentic. Who wouldn’t dream of wearing a Dior or a Chanel? Going to a party and being able to choose a dress created in the Louis Vuitton workshops? Wearing a brand is every woman’s dream. But do you really know how a brand asserts itself in the competitive field of couture? How is their worldwide reputation built?
The Federation of Haute Couture and Fashion
If a brand wants to make a place for itself in this world dominated by mastodons with a busy history, being a member of the Federation of Haute Couture and Fashion is an essential step.
Historically, this Federation was created in 1868 and originally bore the name Chambre Syndicale de la Couture, des Confectionneurs et des Tailleurs pour Dame. Its name changed over the years, becoming the Federation of Haute Couture and Fashion only recently, on 29 June 2017.
The Federation counts among its members about a hundred brands, including the emblematic brands of the international scene, but also all the fashion brands that benefit creation and international development. Under the aegis of the Ministère de l’Industrie, it is the Federation that each year ranks houses on the list of Couture-Création companies. This year’s list includes houses such as Adeline André, Chanel, Christian Dior, Givenchy and Jean-Paul Gaultier. This list is renewed every year.
In order to qualify for this coveted title, these houses had to meet certain criteria imposed by the Federation and the Ministry of Industry. As a result, the Fédération de la Haute Couture et de la Mode plays a leading role in the rise of a brand to the rank of a major haute couture brand.
How do these great brands manage to make their worldwide reputation?
Brands such as Dior, Chanel and Yves Saint Laurent are well known. With their logos, these brands are recognizable among a thousand without any great artifice, all over the world. Influential personalities are jostling for front row seats at their fashion shows. All the more so as these stars and celebrities are tearing off their creations in order to wear them during major events. But what really makes them famous?
For one thing, their history. Most of the major brands have been around for years, some even have a century-long history. These years of existence have not detracted from their innovation and ingenuity.
Secondly, these brands do not skimp on making their works stand out from the crowd. They hire the best to serve them. Each piece is a work of art, handmade: from the embroidery that adorns your dress, to the lace that will finish to sublimate it. They accessorize them with luxury products: handbags, hats, belts, scarves, everything goes into them.
Finally, they follow trends. Fashion is in perpetual evolution and it is necessary to adapt to the customer’s demand. To do this, the major brands are expanding their team of designers who are attentive to the demands of their generation.
We fashion-conscious people always fall in love with the creations of these brands. But be careful not to fall into extravagance. A brand, whatever it is, cannot suit everyone, you just have to know how to find the right shoes for your feet!