It would be easy to dismiss the Couture shows – where, lest we forget, prices of the outfits shown start at £20,000 – as irrelevant in this current climate. But think again! New reports suggest that the market is booming at Couture houses thanks to a new wave of younger customers and those from ‘new-wealth’ countries.
Armani Prive (the brand’s Couture arm) has said sales rose 50% in 2011 versus the previous year and Valentino reported an 80% bump in Couture sales, bringing the business back to levels before the global financial crisis began. ‘It appears that Couture customers are better equipped to face economic uncertainly compared with others,’ said Armani’s Fanio Mancone.
No surprise then that early reports circulating about this week’s Couture shows suggest they’re set to be more extravagant than ever. The fashion pack are in a flurry because seating at the Chanel show tomorrow has been seriously restricted thanks to an elaborate set that’s set to rival any of Karl Lagerfeld’s other creations. (And remember that iceberg.)
So even though you’ll no doubt be unpacking a home-made sandwich for lunch (thanks, credit crunch), tune in to Grazia Daily from 1.30pm today for the first of our Couture exclusives at Dior – and to see some of the new wave customers on the front row. It’s escapism. Or something…