Digitization Revives The Essence Of Haute Couture During COVID-19

The new and innovative HAUTE COUTURE GOES ONLINE format has once more revived the base essence of what couture is truly about.

Dispite its best efforts, the COVID-19 pandemic has been unable to stop the progression and most importantly the demand for Haute Couture.

Perhaps it is unstoppable because Haute Couture has the ability to make those who wear it, and even those who simply look at the pieces, be able to dream. Basically, it transports you to another world.

The pandemic has resulted in something that seemed impossible for the foreseeable future: the coming together of the Haute Couture industry and moreover; in the digital world.

Despite the lockdown and global restrictions, we have remained connected with the Fédération de la Haute Couture et de la Mode and its designers.

And they gave us signs that they had come together to ensure that creativity was not to be stopped or suppressed.

The immortal spirit of Paris as the capital of fashion

Paris continues to shine. And if there is something that rings out historically in the French people, it is the character of not being intimidated or deterred by anything.

Not even in the face of this terrible pandemic.

To underline this point once more, one just needs to listen to the words of Ralph Toledano, President of the French Haute Couture Federation, du Prêt à Porter des Couturiers et des Créateurs de Mode; and President of the Chambre Syndicale de la Haute Couture

A professional with a recognised track record and value in the fashion industry.

“We, the Federation, challenge ourselves to invent a new model, which fulfills our main mission: to allow Creation to express itself in the best possible way, regardless of the circumstances.

Secondly, because we are convinced that digital is, and will continue to be, a major factor of change in the fashion industry.

In the end, organizing these digital Fashion Weeks has allowed us to explore its possibilities.

Therefore, we will get even more benefits from our Fashion Weeks.  

We are fully convinced that nothing can replace a live show.

But the show cannot stop, let alone the work and commitment of so many people. ”

RALPH TOLEDANO

This inspiring and courageous attitude has been a comfort to all creators and their teams.

As the teacher Franck Sorbier explained to us last Friday :

“If something good has been brought forth from this pandemic, it is a” click “to realize that we must change.

In the sense that the Haute Couture world must move together. ”

FRANCK SORBIER, HAUTE COUTURE DESIGNER

Without a doubt, this spirit has kept the maisons and their ateliers alive during this health crisis.

And we can attest that it has been continuous work, continuously carried out despite lock-down.

Continuity Moves The Engine That Is Haute Couture

These months have been a non-stop for both the FCHM as well as for the designers and their teams.

And all this with the challenges of working remotely, especially in such a creative and artisanal industry.

That is to say, suddenly, the fashion industry has had to adapt to new mentality.

In record time, they have transformed their resources to produce sanitary products and, at the same time, for entire atelier to learn how to work remotely.

With such creative and artistic work, it is already a complex process, so to add (successfully) remote working to the mix as well is a great triumph!

“What matters to us is maintaining our values: creation, know-how, selectivity, great international openness and welcoming new brands from around the world.” All these values ​​that nourish our DNA are so important.”

RALPH TOLEDANO, PRESIDENT OF THE FRENCH HAUTE COUTURE FEDERATION, DU PRÊT À PORTER DES COUTURIERS ET DES CRÉATEURS DE MODE; AND PRESIDENT OF THE CHAMBRE SYNDICALE DE LA HAUTE COUTURE

In this sense, we can say that Paris has always understood what diversity is.

All these values ​​that nurture the DNA of the Fashion Capital are so important that not even COVID-19 can sever them from this culture.

Digitization as an enriching tool

The implementation of this digitization process has been a great success from a complementary and enriching point of view.

Digitization does not have to do without traditions. In fact, it just transposes them into a new environment.

RALPH TOLEDANO, PRESIDENT OF THE FRENCH HAUTE COUTURE FEDERATION, DU PRÊT À PORTER DES COUTURIERS ET DES CRÉATEURS DE MODE; AND PRESIDENT OF THE CHAMBRE SYNDICALE DE LA HAUTE COUTURE

And once this successful step has been taken, the coexistence between live shows and digital presentations is sure to become the norm.

“We know that a digital Fashion Week will never replace the excitement of a live show.

But we also know that in the future, this digital innovation will strengthen and amplify physical events.

At the same time, it offers new potential for creativity. ”

RALPH TOLEDANO, PRESIDENT OF THE FRENCH HAUTE COUTURE FEDERATION, DU PRÊT À PORTER DES COUTURIERS ET DES CRÉATEURS DE MODE; AND PRESIDENT OF THE CHAMBRE SYNDICALE DE LA HAUTE COUTURE

Creativity At The Epicenter of Haute Couture

The digital challenge aims to put creativity at the centre of their stories. 

Each firm has stitched together a personal script that shows the ideas, the behind the scenes action as well as the values of each brand

And each one has adapted it to their liking: a presentation, a fashion show, a video clip, a fashion film, etc.

“Without a doubt, the effort made by the FHCM will make our work more accessible to the world.

I think this pandemic has brought about a cleaning that was necessary.

That of reducing events to clients and professionals and facilitating their work and needs.

Let’s not forget that the key to our business is to provide experiences and offer exquisite and personalized attention.

Something that with mass assistance was difficult. ”

FRANCK SORBIER, HAUTE COUTURE DESIGNER

Haute Couture In A Digital Format

We only had one day of the “Haute Couture Online” and we can already comment on the main results of this format:

Universality

The content is immediately available to everyone without delay or dilution.

From the comfort of our houses, we can stop, go back, go forward and relish in the details which interest us.

Values ​​and Content

All the firms have highlighted the artisan work that is done in their workshops.

They have opened the doors of their houses. Therefore, we can see how ideas are born and how they are woven and shaped. Creating an intimate journey with the collection

Tradition and heritage shines brighter than ever. 

The selfies of the front-rows, the influencers and the street style distort.

These are now perceived as a noise that has been distorting the true value of Fashion and distracting for them pieces themselves.

The message becomes more authentic and personal

No distortion, no rush.

Firms and their creatives seem to have gained more control over what they want to convey and how they present it.

They gain values, creativity and work from clientele. And, that is a very good thing for the industry. Something that the industry had lost needed

Perhaps it will help to recover commerce. Something necessary after the economic tragedy that this pandemic has brought on. 

Slow Fashion and sustainable fashion

The format and conversation reinforce the essence of Haute Couture.

One of the sectors where sustainability and slow fashion were the fundamentals of many of the houses.

Designers are in control of the message and set the pace. And that goes with rediscovering the pleasure of discovery and immersion.

We value quality more. Therefore, we already feel fashion as a way of life that is much closer and closer to us.

It becomes an “aesthetic mindfulness”.

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