Overuse of the word “couture”
I grew up loving haute couture. Now the word couture strikes such a nerve because of how loosely it is used.
Couture refers to the creation of exclusive custom-fitted clothing.
Unfortunately, couture is becoming a generic word. The term has been misused by many ready-to-wear brands since the 1980’s with the misuse growing at lightening speed. These brands don’t seem to understand the actual meaning.
Real Couture is designed and made to order for a specific, private client, with one or more fittings. It is usually made from high-quality, expensive fabric and sewn with extreme attention to detail and finish by the most experienced and capable seamstresses, often using time-consuming, hand-executed techniques.
My heart goes out to the young brides who become enamored with the pages of bridal magazines that are emblazoned with the word Couture!
The truth of the matter is that these are not couture gowns…they are mass-manufactured pieces that are made in factories in the states or abroad. Can anyone truly believe that a couture gown can be featured at those low prices? It is impossible. First of all, a custom gown must begin with a sketch, a selection of textiles and ornamentation. These fine materials may cost hundreds of dollars per yard and so on… Next, the bride must experience a fitting in a muslin pattern, a mock up of the dress in a simple cotton fabric. After the pattern is perfected on the figure, the client will experience a couple of fittings in her final fabrics. This is true luxury and truly a special gown meant to be worn at this monumental time.
I am making all efforts to not use the term, but rather embrace made to measure. What I love about made to measure is the style-factor of each client that inspires each creation…this transcends trends…
as Coco Chanel once quoted, “Fashion passes, style remains.”