Givenchy Ends Runway Shows for Couture

June 21, 2010 • Fashion

Givenchy RTW Fall 2010

Now that the luxury market is on the mend, some high end labels are taking the opportunity to reinvent their level of uber-exclusivity. French label Givenchy has just confirmed that it will be halting its operation of couture runway shows, opting instead to show this year's couture runway collection to clients and editors through invite-only appointments. Led by the label's couturier, Ricardo Tisci , the fashion house has also pared down the collection to 10 looks, which will be displayed in an opulent 18th-century town house on the Place Vendôme. “I want to make couture even more special than it is, and not just
another catwalk show
,” Tisci told WWD. “People can really experience
the couture moment: See it, touch it.”

Ricardo Tisci

These new developments are not due to financial woes, Tisci stressed, but rather a change that caters to the house's exclusive clientele. The designer noted Givenchy’s most devoted couture clients, including
assorted royals
, do not attend the shows anyway for privacy and
security reasons. And roughly 70 percent alter designs in some way, meaning
that a smaller, simpler collection is actually more practical  to please the label's biggest fans. Couture represents a “special, high-level service,
which the new format reflects, he said.

Tisci said future couture collections would be unveiled at the
company’s couture salons on Avenue George V, which are to undergo
renovations, returning the house to its roots in the Fifties, when mini
shows for clients would be held. “After
a crisis, a new era always starts,” the designer added. “It’s going to
be a very good moment for creativity.
For couture, it’s going to go
back to being very exclusive.”

Article and Photo Source: WWD
-Alia Rajput

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