Exciting reminder: The fall 2010 couture collections begin July 5, which is only two weeks from today! And a little bit of a downer, but easy to get over once you understand the reasoning: Givenchy won't show its couture collection on the runway. Also, their new collection will only consist of ten looks, less than half of the label's spring 2010 couture collection, which included 22 looks, described by Suzy Menkes as "a wild rave of evening clothes." Instead, the label will invite editors and clients to view the collection — which will include no black, Tisci says — in private appointments beginning July 6, held in a fabulous eighteenth-century townhouse on the Place Vendôme in Paris.
The new format is not to save money, Givenchy designer Riccardo Tisci explained to WWD in an interview with Pierre-Yves Roussel, chief executive officer of LVMH Moët Hennessy Louis Vuitton’s fashion division. "I want to make couture even more special than it is, and not just another catwalk show," Tisci said. "People can really experience the couture moment: See it, touch it." The presentation, Tisci and Roussel explained, would likely cost about 35 percent more than the runway show. And the format makes sense, after Menkes called Tisci's last "wild rave" of a couture show "frustrating as just 22 models whizzed by in high speed." This way, she can see each look up close at length, on top of models like Lara Stone and Mariacarla Boscono.
While the presentation seems like a less ostentatious method of unveiling a small lot of some of the globe's most expensive clothes as the world crawls out of a terrible economic downturn, Tisci and Roussel also have their bottom line in mind.
The designer noted Givenchy’s most devoted couture clients, including assorted royals, do not attend the shows for reasons of privacy and security. And roughly 70 percent alter designs in some way, meaning that a smaller collection and scaled-back theatrics pose no obstacles to a strong season. Couture represents a “special, high-level service,” which the new format reflects, he said.
Of course they don't want to bother with the scene of a fashion show, waiting for Ciara to arrive 40 minutes late, pushing over the "normal people" to get to their seats, possibly not being able to see a shoe here and there. Rather than watching the show like any old concert, the wealthy clients can feel like they have a backstage pass.
Most Viewed Stories
Elizabeth Warren Just Said What Most Women Wish They Could to Donald Trump
I Tried Hillary Clinton’s Diet and Now I Sympathize With Her
Blake Lively Reportedly Just Gave Birth, and You’ll Never Guess Who’s Running to the Hospital
Brad Pitt Fights Back Against Angelina Jolie and Her Plot to ‘Destroy’ Him
What It’s Like to Be a Female Reporter Covering Donald Trump
Here Are the 5 Most Random Anecdotes From Tiffany Trump’s New York Times Profile
The Mysterious Deaths of Two Sisters in a Luxury Hotel
Prince George Has No Time for Justin Trudeau’s High Fives
It’s Time to Stop Writing ‘I Hope You’re Well’ in Emails
Looks Like Kate Middleton Is Enjoying the View in Canada
From Our Partners
powered by PubExchange
The Cut’s Latest Fashion FeaturesCiara's Wedding Dress Was Too Big for the Chapel
To be fair, it was a 13 foot-long dress.You and Rihanna Will Both Want to Invest in Dior’s New Bag
It's got something for everyone.Polo Shirts Have Turned Their Back on Ryan Lochte
Along with his other major sponsors.Ryan Lochte Will No Longer Be Paid to Wear Tiny Bathing Suits
Speedo remains committed to transparency.Laura Brown Is the New Editor-in-Chief of InStyle
After 11 years at Harper’s Bazaar.Tyra Banks Is Going to Teach a Class on Smizing at Stanford
"If I see somebody not paying attention, I’m gonna call on them."This Floating Pier Is the Most Zen Installation Ever
Walking on water in Italy.Nation Is Appalled by Matt Lauer’s Nude Ankles During Ryan Lochte Interview
What’s the opposite of “Jeah”?8 People at the Life of Pablo Pop-up Explain Why Kanye West Is a God
"I mean, Kanye West is just Kanye West. There's not more or less you can say about Kanye West. He's just Mr. West!"A T-shirt Is Enough
Simplicity, versatility, and cool. What more could you want?
She took a perfect pencil dive off a 30-foot yacht.American Apparel Is Being Sued by Former Workers
As the company considers putting itself up for sale.A Gendered History of the Tailored Suit
From Marlon Brando to Coco Chanel.How Zendaya Developed Such Great Style at the Young Age of 19
The star's best looks from Disney to now.Proof That If You’re Chic Enough, a Little Federal Investigation Doesn’t Matter
Is this the best they could do?5,300-Year-Old Mummified Iceman Probably Would’ve Been a Street-Style Star
He had several different looks and was “pretty picky.”J.Crew Has Identified 226 Shades of Pink
Even more than there are shades of gray.Gigi and Bella Hadid Merch Is Now Somehow a Thing That Is Happening
Today in Hadidiana.Gird Your Loins for the Return of Yeezy to New York Fashion Week
The season approaches.This Indie Brand Had a Great Response to Ivanka Trump
When she bought one of their cuffs, they donated the proceeds to the Clinton campaign.