INSIDE THE FASHION INDUSTRY – Why Haute Couture Still Matters in Fashion’s Most Challenging Era

The fashion industry is currently navigating one of its most punishing eras—rising production costs, shrinking consumer spending, supply chain disruptions, and growing calls for sustainability have created a landscape where survival feels like a luxury in itself. Against this turbulent backdrop, the logic of staging lavish runway shows or producing couture collections that only a handful of clients can afford might seem outdated, even irresponsible. And yet, some of the most iconic houses are doubling down on these very expressions of artistic excess. Why? Because haute couture, more than ever, has evolved into a powerful tool for branding, cultural relevance, and long-term business sustainability.

Paris Fashion Week: Still the Epicenter of Influence

Nowhere is this more evident than at Paris Fashion Week, where the haute couture calendar remains a magnet for global attention. This season, Schiaparelli's dramatic silhouettes, Iris van Herpen’s avant-garde craftsmanship, and Dior’s quiet luxury reminded the world that couture is not just about garments—it's about spectacle, storytelling, and positioning.

Haute couture may not be scalable in a traditional business sense, but it offers something priceless: brand equity. When Schiaparelli opened Paris Couture Week with a surrealist collection that exploded across social media, it didn’t just sell dresses—it sold a brand narrative that trickles down to ready-to-wear, accessories, fragrance, and even licensing deals. Couture becomes the halo product, elevating the perception of the entire brand.

Why Brands Still Invest in Extravagance

Even amid market contractions, several heritage brands continue to thrive by strategically reworking how they approach couture. Chanel, for example, leverages its haute couture line not as a profit center but as a reinforcement of its legacy. Under Virginie Viard’s creative direction, the brand maintained its position at the top of luxury rankings until her recent departure, and the house is now poised for a new chapter that blends heritage with modernity. The brand’s couture shows at iconic venues like the Grand Palais maintain Chanel's aspirational status, attracting a global elite while feeding mass-market dreams through cosmetics, eyewear, and handbags.

Balenciaga, under Demna’s direction, has redefined what couture can be by blending absurdism, political commentary, and radical silhouettes with digital-first marketing strategies. Its reentry into the couture space in 2021 was both a homage to the house's roots and a bold business move—one that sparked massive media attention and elevated the perception of the brand across all product lines.

Valentino has also been particularly adept at balancing artistic expression and commercial viability. Pierpaolo Piccioli's couture collections are consistently lauded for their innovation and inclusivity, which has broadened the label’s audience while preserving the craftsmanship and prestige associated with couture. Valentino's decision to temporarily move shows from Paris to Rome wasn’t just a logistical choice—it was a statement of identity, marrying place and product in a new kind of luxury narrative.

Why This Matters for Emerging Designers

While haute couture may seem worlds away from the realities of an emerging designer, its continued relevance offers crucial insights into how to build a lasting brand—even during unstable times. These couture houses show that investing in storytelling, craft, and brand positioning isn’t optional; it’s foundational.

For designers just starting out, couture doesn’t have to mean beading or extravagant budgets—it can mean defining a point of view that sets your brand apart. The drama of a fashion show, the clarity of a visual identity, or even a small, well-crafted capsule collection can serve the same strategic purpose: elevating perception, attracting attention, and reinforcing a long-term vision.

Brands like Schiaparelli, Balenciaga, and Valentino didn’t succeed by playing it safe—they thrived by embracing creative risk while refining their business operations behind the scenes. That same mindset can empower emerging designers to structure their brand thoughtfully while staying true to a distinct aesthetic voice.

Having worked with many emerging designers, I understand how overwhelming it can be to launch a fashion brand—especially during uncertain times. That’s why I guide my clients through creating a tailored business plan and realistic budgeting strategy that meets their personal and financial goals. Whether you're focused on building a couture-inspired brand or developing a sustainable ready-to-wear line, I help you align creativity with strategy.

If you’re looking to bring your vision to life and want support navigating the business side of fashion, you can schedule a free 30-minute strategy call with me to learn more: https://go.oncehub.com/BarbaraSessim