Couture Designers Stay Afloat with the Help of Foreign Markets, Celebrities

July 8, 2009 • Fashion

Madonna in Givenchy couture

With the kickoff of the couture shows in Paris yesterday, many in the fashion media have voiced opinions on the relevance of the occasion, as well as wondering how its possible that struggling couture labels can even afford to participate. The answer is simple, though unfortunate for those of us on this side of the pond. Recently the American holding in the ranks of couture clientele has pretty much bottomed out. Too many of us average Joes have become overly conscious of our spending in the past year and have withdrawn our seat at the luxury table, at least for the time being. Luckily for high end labels like Valentino, Chanel, and Givenchy, they have found other sources to keep them afloat—two in fact, that have been particularly helpful.

President of Dior, Sidney Toledano cited the recent surge of millionaires in China as a cause to the French house's amount of orders, noting there are currently more millionaires in China than there are in France. Other areas on the map that have seen an outpour of luxury business include Russia, Eastern Europe, and of course the Middle East. The other demographic that couture designers have recently tapped is the celebrity. Jennifer Aniston created "immense coverage worldwide" for Valentino after donning his design at the Oscars earlier this year. French labels Dior and Louis Vuitton have both recruited celebrities to appear in some of their latest campaigns, the former using French actress and style icon Marion Cotillard while LV created a memorable slew of ads using legendary fashion chameleon Madonna. And speaking of Madge, she's been causing hype for another label since appearing in brand new Givenchy couture on her Sticky and Sweet tour in London last week.

Article Sources: WWD, newyorkmag

Photo Source: newyorkmag

-Alia Rajput

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