What is a Fashion House?
How is a fashion house different from a fashion brand or just a fashion designer
Studying the world of fashion, you probably have come across the term “Fashion House” more than once. Moreover, this wording is taken for granted, although in reality most readers do not always understand its meaning. In other words, we are used to hearing about fashion houses, for example, Dior, but at the same time we can not imagine how theyWhat is a Fashion House?brands or individual fashion designers. But there is a difference, and it is very significant! In this article, we will tell you how fashion houses appeared, what they are, and what impact they have on the fashion industry!
It’s worth starting with the fact that during the Soviet Union, the meaning of the term “Fashion House” had a completely different meaning. In the USSR, the Fashion House was akin to the House of Life, with the only difference being that in this institution it was possible to order any work related to the manufacture or repair of clothing. For example, in the Fashion House, you could sew a wedding dress to order, a suit, or other non-standard clothes for fashionistas. But in the rest of the world, Fashion House has a completely different meaning, so do not confuse these two concepts!
When we talk about the Fashion House, of course, we do not mean a building, but a certain team, creativity, technology, production, marketing.
Interestingly, in international practice, the prefix fashion is not particularly used, it is usually written simply house: House of Dior, Gucci House. Thus, this refers to the whole company, corporation. But given that the fashion industry is a very special area, simply calling “Armani Company” does not turn the language. To understand the origin of fashion houses, let’s go back in history.
Recently, we wrote about who couturiers are, significant, but the formation of the concept of the Fashion House began with the same person – the first French couturier Charles Frederick Worth. Around 1858, he created the first prototype of the “fashion house,” that is, a sewing workshop in which costumes were manually sewn according to his sketches, and then demonstrated on mannequins. Wealthy ladies could contemplate new collections, choose what they liked, and get the chosen model sewn specifically for their figure. Soon, Worth created the High Fashion Syndicate, which combined all the famous fashion designers with their own workshops, and actually gave a definition of what a Fashion House is. Thus, the Fashion House is a center for creating unique, designer clothes, shoes, and accessories.
The difference between a Fashion House and just a brand or a designer is in the complexity and versatility of its structure.
Fashion House is an entire organization in which there is a chief designer (art director, or art director), analytical, marketing, advertising and other departments. And of course, our own production, with suppliers, contractors, etc. In addition, the Fashion House may have several areas of activity: women’s clothing, men’s, children’s, accessories, bags, shoes, etc. They differ in price segment: from haute couture, pre-a-port, capsule, cruise collections. Many of the oldest fashion houses produce, among other things, perfumes, cosmetics, watches, home decoration.
As already mentioned, in the Fashion House there is a chief designer who determines the general vector of development. Interestingly, a fashion designer who has her own brand or a well-known name may be in this position. For example, Karl Lagerfeld, was for some time the chief designer of Chanel House. In addition to the art director, the organization has other designers who work on seasonal collections. By the way, Houses are almost the main trendsetters at the world Fashion Weeks. Thus, it can be stated that Fashion houses are the largest players in the international fashion industry, and in many ways it is they who form new trends, styles, tastes, and a fashion vision.