The revival of fashion houses
Several fashion houses were created in the 20th century. Some of them died out at the end of the century for various reasons. In the last few years, a revival of fashion houses such as Mugler, Patou or Schiaparelli has emerged.
Guillaume Henry is appointed in 2018 artistic director of the Parisian fashion house Patou. He must imagine a young wardrobe in the air of time, chic and accessible. A winning recipe that can be found in the bag Le Petit Patou, the signature revisited by the house.
This Friday, January 27, 2023, Patou presents for the first time a fashion show outside its workshops on the Île de la Cité. In January 2023, La Samaritaine welcomed a limited number of personalities to attend the show celebrating the dynamic and modern city woman. This atypical collection was a great success as it is already sold out !
Pieter Muller, Alaia’s artistic director, follows his designer’s guiding principle by respecting a bi-annual collection calendar mixing couture and ready-to-wear. Pieter Muller’s first collection for Alaïa is a tribute to femininity and to his designer.
He sees this new chapter as a renewal, in which the basics of Alaïa’s creation are revisited with materials like metal and leather. It retains this tribute to femininity and simplicity dear to Azzedine Alaïa.
Boucheron is one of the jewels of the Place Vendôme with a heritage of over 150 years of creation. After 8 years of absence from the Biennale des Antiquaires, Claire Choisne, the new artistic director, is taking over as head of the high jewelry house.
Her first collection is a reinterpretation of the historical symbols of Boucheron. Drawing inspiration from nature, couture and the city of light, high jewelry takes on a new dimension and propels Boucheron into the zeitgeist.
Casey Cadwallader, artistic director of the historic Thierry Mugler house, put on a grand show at the Fall-Winter 2023-2024 fashion show. For the past three years, Mugler had not participated in the fashion week.
As one of the most anticipated shows of the season, it is understandable why it was so popular. Mugler, it’s a show, it’s a show ! And on January 26, 2023 at the CET of La Villette, the supermodels offered us a show worthy of the golden age of the French house.
American Daniel Roseberry has revived the haute-couture house of Schiaparelli. Known for its eccentricity, this house died with its creator, Elsa Schiaparelli. Historically, it is a house that is not afraid to talk about it, and this is what has more to Daniel Roseberry the artistic director.
He knew how to give back its letters of nobility to the house without forgetting the extravagance but by adding a touch of couture ! During his Haute-Couture Spring-Summer 2023 show, we could see Kylie Jenner in the front row watching Naomi Campbell. Naomi wore a dress with a fictitious wolf’s head on the front. Irina Shayk, meanwhile, wore a dress whose shoulder was adorned with a fake lion’s head. It was a fashion show that has panicked the web !
The revival of some houses is not only a big commercial publicity stunt, but also an opportunity to put a faded house back in the spotlight.
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