Fashion: Couture is Not in the Eye of the Beholder

I expect a bit of hyperbole from marketeers and public relations staff. It is after all their stock in trade. This said, I do get rather irritated when they use words that are either misleading to the reader or just plain absurd. Case in point: I received a press release recently entitled "New Collection Brings Couture to the High Street". The title should already be setting off alarm bells in your head.

The press release is in fact hyping a new high street collection which is to be sold exclusively at John Lewis stores (a U.K. chain of department stores roughly akin to Macy's in the U.S.). "Couture" at John Lewis? Really?? The statement goes on to claim that the collection in question which retails for between 100 and 169 GBP "(...) offers the wearer luxury timeless pieces at affordable prices."

Couture, unlike beauty, is not in the eye of the beholder. In fact, the term "couture" has a very precise meaning. Without wanting to delve into the fine print of the Chambre syndicale de la haute couture's regulation governing the couture industry, it's enough to know that "couture" refers to the very upper echelons of the fashion industry. Moreover, it refers to garments that are painstakingly crafted by artisans whose level of skill is unparalleled and who frequently toil for months on one single garment. This is what accounts in part for the eye-popping price tag attached to the average couture confection. In other words, it is neither affordable nor available on the high street.

I have nothing against either John Lewis as a retailer or this particular collection of high street garments. It's just that couture as an industry is struggling to remain relevant in an increasingly harsh economic climate. While there are many factors to blame for this sad state of affairs, the fact that we so loosely toss around the term with little regard to what it actually means (most of the time incorrectly) is not helping. It shows both a lack of understanding of the nature of the craft and ultimately a lack of respect for what it represents. The term "luxury" has been robbed of its meaning thanks to overuse by marketeers. I would hate for this to happen to the term "couture" as well. Say what you mean and mean what you say!

Sincerely,

The Luxe Chronicles

Comments

[M]

actually I posted about this a few days ago on my blog
http://marielscastle.blogspot.com/2010/02/haute-couture-101.html

[Madeleine Gallay]

It's as pandemic as a sighting of Tavi, who is innocent in all this, is. It's a term misused by shops and press and presumed to mean spendy. Argggh. Love your noting this.

[Snow White]

I really hope couture as an art form doesn't die out - we need to retain the skills. JL should realyy know better and correct their error in trying to pass off their own wares as the real deal.

[E]

Hear Hear!.. As a fellow HC fan I cringe every time I hear ...couture(or Koo-tore) added to something utterly mundane/not even close...couture bathroom fixtures, couture food(how do you sew food...?)etc...unfortunately, Americans(and others)-I do apologize for being one, feed this awful cycle, even in Paris, "couture" is now being tossed around like a catchphrase(seen several high-street"...couture" named brands)Fashion police where are you!?!?!

[Make Do Style]

Well said. I do worry about the use of the word couture too. It is good you have told them what is what. The John Lewis thing is ridiculous - I wouldn't be surprised if they weren't pulled up legally in some way. It is wrong to sell something which isn't couture in the slightest.