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Is the Real Business of Couture Earned Media Value

The Couture Market Has Changed since the Days of King Louis XIV, the Real Question: What Does Profitability Look Like for Couture? If We Can Even Call It That.

Last week, Europe’s eminent couture houses showcased their collections for S/S 23 with the ultimate in creativity, craftsmanship, and storytelling. Among those were Schiaparelli, Chanel, Dior, and Haider Ackerman for Jean Paul Gaultier, celebrating time-honoured traditions of the ateliers and craftspeople in opulent illustrations of their craft. Following on from Men’s Fashion week, it was a week filled with headline-making content and a surfeit of the biggest celebrity names in attendance. Along with this, eschewed an extensive social media presence, so prominent that the question, did the clothing come across louder than the social media,, deem immaterial? It appeared that those in attendance were more invested in being ‘scene’ at the shows rather than witnessing collections of highly crafted pieces and engaging in the unique storytelling from their creators. (…)

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