Haute couture Week is one of the most important events on the fashion calendar. Biannually, internationally renowned fashion houses like Chanel and Christian Dior, as well as newer, lesser-known brands such as Bouchra Jarrar and Elie Saab, present painstakingly elaborate and extremely expensive designs behind closed doors to a hand-picked audience of editors, buyers and private clients.
“For a long time, Haute Couture, was all that mattered in fashion, and Couture is still the way of selling a dream. Couture is still the way of extending brand fame. People see the footage or pictures from a Couture show, and say to themselves: – I’m still going to but that Chanel N 5 or that Dior Lipstick… Because I still want to buy a little bit of that dream!”