WHOOP! Couture is back!

02 July 2010

There are a mere two days before Haute Couture week begins in Paris (yay!) and WWD are reporting an upturn in sales for the highest end of high-end fashion; positive news which team Grazia Daily are super excited about.
Whilst the rest of the fashion industry recovers surely but slowly from the global recession, couture houses are reporting dramatically increased sales (between 20 and 30 per cent at Chanel) and it’s not just the big guns - smaller houses are also recording an upturn in trade. It can’t ALL be Daphne Guinness, can it?

Well, no. According to Alexis Mabille, who has dressed Carla Bruni-Sarkozy and Dita Von Teese, typical couture clients are “women who constantly travel, attending functions and galas and when they see a label they’ve not heard of, they immediately want to go and check it out for themselves.”
Also, according to Bruno Pavlovsky, the president of fashion at Chanel “there is no end of the season” for couture. This falls in stark contrast to the notoriously short RTW seasons and certainly helps to make a business’ income less prone to peaks and troughs. In fact, it’s not just the couture seasons which are longer lasting, the designs seem to have an increased longevity too - Georges Chakra, who has dressed Katy Perry and Mariah Carey still receives requests for a short white crystal-embellished frock worn by American Idol star Carrie Underwood in 2007.

So, what can we expect from next week? Well, by the looks of a sneaky picture released by Chanel, Karl Lagerfeld is going to move towards a darker, floral embroidered palette than the one he used for S/S’10 in his ‘Neon Baroque’ couture collection. Christian Dior have also released a tantalising pic of ruched chiffon which may only be the merest hint of what John Galliano is going to show on Monday afternoon but actually made our hearts all aflutter.
Together with the news that couture is enjoying a revival in terms of sales, these preview pics suggest that this is shaping up to be one of the most exciting Haute Couture weeks for some time. So log on to Grazia Daily next week to see our reports from the shows and join us in wishing we were some of the lucky few fuelling the resurgence.

- Alex Butt


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