On social media, exclusive glamour attracts attention.
The beautiful and incredibly exclusive world of haute couture attracts attention on social media because it offers an unrivaled glamourous lifestyle where elegance and creativity rule supreme.
However, Gen Z is unsure of the definition of “Haute Couture,” which is sometimes mistaken for high-end ready-to-wear, save than skimming through the looks on Instagram. However, the distinction is in the product’s actualization and, subsequently, in the design methodology: Unlike industrial production (the collections we see in the stores of luxury brands), where each garment is made according to a standard system of sizes through a more or less automated process, haute couture is tailored and each item is sewn and customized according to the measurements of the individual client. In addition, Gen Z is more fascinated by the aesthetic impact of Couture than by the history of fine tailoring and superb craftsmanship that underlies it.
Priority and artistic freedom
Only a lucky few thousand people have access to couture, and it is very rare to see anyone wearing it on the streets of our cities. Why is it crucial to the fashion system, then? Young designers have realized this right away, and it is a priceless opportunity to integrate brand allure and to fully express creativity. With extremely high entry barriers imposed by the Fédération de la Haute Couture et de la Mode, the organization in charge of brand selection and Couture Week, more and more upcoming designers are dedicating themselves to this industry.
Paris Fashion Week features Gen Z designers
The Miss Sohee fashion house, founded by Korean designer Sohee Park, a recent graduate of Central Saint Martins, is one of the newbies in the industry. Anok Yai, who gained notoriety on social media for donning one of her designs at the most recent Met Gala, has only designed a few collections but has already clothed the most well-known celebs. She also aligns her brand with the environmental causes that Gen Z finds so important; there are numerous videos of children complimenting her creations, and his hashtag has nearly 20 million views on TikTok.
Charles de Vilmorin, a young designer who recently stepped down from his position as Rochas’ creative director, was the most recent addition to Paris Couture Week. He concentrated on the use of color and draping in his debut performance.
Charles de Vilmorin, a young designer who recently stepped down from his position as Rochas’ creative director, was the final arrival of this past Paris Couture Week. In his first performance, he focuses on color usage and draping.
Viral Fashion
Haute Couture plays a crucial part in the construction of an imaginary and is connected to brand communication. Since Gen Z isn’t normally the intended audience of ateliers, virality on the various social networks is a vital objective and it is crucial that it be successful. On Tik Tok, Schiaparelli-themed material has had over 900 million views, compared to 60 million for Giambattista Valli and other brands. Additionally, Schiaparelli is a favorite to repost in Instagram stories; particularly, you can find it in the accounts of fashion students.
And then there are individuals who enjoy parodying couture outfits on social media with things they may find at home.
The characteristics of Gen Z, like as speed, trend, and inclusivity, are completely at odds with Haute Couture. However, this world intrigues our generation since it is not perceived as a source of personal style inspiration or a signal to research a brand’s heritage and savoir-faire, but rather as a phenomenon to be shared on social media.
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