The Brand Of Advanced Customization Is Less And Less. The Future Will Be Unique.

For Schiaparell, as a revived brand, loyal customers and fans have a good grasp of brand symbols, which are extremely important for designers, such as pink, butterfly patterns, padlocks and surrealism hints.

The brand of advanced customization is becoming less and less.

Under the strict selection of the French fashion Alliance Committee, the only remaining fashion companies are following the annual two Paris fashion week.

In France, "advanced customization" itself is a category protected by the law. Only when approved by the committee can it be used to describe its brand.

So there are few brands belonging to the French fashion alliance, and every season will change. Besides Chanel, Valentino, Dior and Givenchy, there are also niche brands such as Stephane Rolland, Franck Sorbier and Adeline Andre.

The establishment of Schiaparelli in 1927 is a typical example.

The brand was reopened in 2013 after its closure in 1954, and by the end of 2016, Schiaparelli was once again awarded the name of advanced customization under the leadership of the current designer Bertrand Guyon.

Before joining Schiaparelli, Guyon worked in Valentino, Givenchy and Christian Lacroix.

But the difference between Schiaparelli is that the brand is now only making advanced customization.

For Schiaparell, as a revived brand, loyal customers and fans have a good grasp of brand symbols, which are extremely important for designers, such as pink, butterfly patterns, padlocks and surrealism hints.

Azzaro is another traditional high definition brand, which was founded in 1962 by Loris Azzaro. It is the favorite of celebrities such as Marisa Berenson and Raquel Welch in 1970s.

A year ago, French designer Maxime Simoens was appointed the artistic director of the brand and made a major reform of Azzaro.

Although Azzaro does it at the same time

And advanced customization, but Gao Ding is still the focus of the brand. After all, Simoens has designed custom dress for Beyonce, Carla Bruni-Sarkozy and Lea Seydoux before joining Azzaro.

We only focus on making high quality brands and Viktor&Rolf, which stopped the ready-made garments series in 2015.

This season, the brand and SWAROVSKI worked together to redesign some of the most iconic works of its 25th anniversary anniversary, such as the Russian style dolls of the 1999 autumn style Matryoshka style dress, the 2005 autumn sleeping pillow pillows, and the designer's two person group also recreated their first series of works.

"Gao Ding is like a creative laboratory. There will be no restrictions."

Rolf said, "freedom is the core of our creativity."

Commercialization penetration

At the time of the competition, the major brands followed the footsteps of the streets. Only the designers of advanced custom did not sacrifice their designs with commercial objectives.

Like Viktor and Rolf, Jean Paul Gaultier decided in 2015 to only make Gao Ding and give up clothing and men's wear series, when he explained, "since I started fashion.

The biggest change I have seen since now is more marketing.

To a certain extent, I would feel more liberal if I only do the high order series.