{"id":14819,"date":"2011-03-24T12:51:31","date_gmt":"2011-03-24T11:51:31","guid":{"rendered":"https:\/\/thebkmag.com\/?p=14819"},"modified":"2011-03-24T12:51:31","modified_gmt":"2011-03-24T11:51:31","slug":"runway-red-carpet-armani-prive-haute-couture","status":"publish","type":"post","link":"https:\/\/thebkmag.com\/rebuild\/fashion-luxury-industry\/runway-red-carpet-armani-prive-haute-couture\/","title":{"rendered":"Runway to Red Carpet in Armani Priv\u00e9 Haute Couture"},"content":{"rendered":"

While Haute Couture is highly celebrated on the red carpet, many fashion insiders seem confused over the true concept of the term.<\/strong><\/h3>\n

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Armani Priv\u00e9 Spring 2008 Couture \u00a9 Marcio Madeira<\/figcaption><\/figure>
\nFour years ago, I made a short, personal film that documented my journey as an Armani Priv\u00e9 client. At the time, a British newspaper commented, \u201c(Haute Couture) is such an elitist thing and no one really understands the process you have to go through to get a dress. There are a lot of fittings and you have to stay the same size.\u201d There certainly appears to be many misconceptions surrounding the definition of this cr\u00e8me de le cr\u00e8me of titles and it has been something of a mission for me to try to dissipate the mystery.<\/p>\n

\"\"<\/a>In order to best understand, I like to refer to the designer pyramid, where haute couture is positioned above all else. While haute couture designs that are featured on the runway, may sometimes resemble artwork more than wearable fashions, they are in fact the inspiration for almost every piece of clothing you will ever purchase. When these collections are created, they set the standards for what will filter down to designers such as Prada, Dolce & Gabanna, Marc Jacobs and Diane Von Furstenberg, who then create pr\u00eat-a-porter (ready-to-wear) collections. Many designers have couture departments; an example would be Atelier Versace. An extension of Versace, the atelier (tailoring workshop) creates many of the long evening gowns and one-of-a-kind designs that are made to order to fit an individual\u2019s body like a second skin. One step down from designers who have runway collections, are retailers such as Zara, Mango, Karen Millen, Reiss and Bebe. These stores have a higher turnover of clothing production and their designs are often copied from the ready\u2013to-wear runway shows. Eventually, all of this is filtered down to companies such as Primark, Kmart and Wal-Mart, who mass-produce clothing that consumers can purchase for the fraction of the cost of the original design.<\/p>\n

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At Armani Priv\u00e9 Paris<\/figcaption><\/figure>\n

The origin of couture dates back to mid-nineteenth century Paris, when Empress Eug\u00e9nie<\/a><\/strong> elicited the dressmaking services of Charles Frederick Worth<\/a><\/strong>, an English designer who was known for his luxurious choice of fabrics, sumptuous trimmings and attention to detail. Her refined tastes set the style of the court and won Worth the title of Europe\u2019s very first Couturier. Before long, Worth was patronized by many titled, rich and notable women. Being a savvy businessman, he took advantage of the growing demand for his work by opening a showroom, La Maison de Couture in Paris. Interested buyers would come to view his latest pieces on live models and order their garment of choice. Worth would then recreate the chosen garment in his atelier, modifying it to the client\u2019s taste and precise measurements. This business model provided the foundation for modern day couture.<\/p>\n

Worth has not only been credited for being the inventor of couture, but also for inventing the modern day press kit. Before the photographic era, he was the first to promote his work by sending out miniature dolls wearing his designs, which journalists then reproduced as illustrations, thus creating the original fashion editorials.<\/p>\n

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Harper's BAZAAR - 1875<\/figcaption><\/figure>\n

Haute couture, when translated, simply means high dressmaking, but is the most celebrated fashion honor. In France, the term is protected by law and defined by the Chambre de Commerce et d\u2019Industrie de Paris<\/a><\/strong>. There are currently only eleven official members and three correspondent (foreign) members of the Chambre Syndicale de la Haute Couture<\/a><\/strong>, all of whom have been invited for membership and must follow certain rules in order to use the term in their advertising. \u00a0Within this set of rules, each house is expected to operate a Paris-based atelier and show two full (thirty five pieces) collections, twice a year. These shows, which make up Paris Couture Week, are held during January and July and are not to be confused with the regular \u2018fashion week\u2019 which showcase the ready-to-wear collections.<\/p>\n

Kirsten Lea at Armani Priv\u00e9 – Video Direction by Durrant Kellogg<\/strong><\/h4>\n