How did Millennials become the primary customers of high fashion

How did Millennials become the primary customers of high fashion?

High fashion and Millennials may seem incompatible, but the first generation to grow up in the fast-fashion

world has been seduced by the art of couture – and is propelling the tradition into the heart of the 21st


How did Millennials become the primary customers of high fashion

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dior couture millenials are becoming haute couture’s main customers

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What exactly defines haute couture? “Haute couture is a spearhead in terms of creation – it’s a fantastic laboratory

of know-how and design innovation. It’s a space of free expression for designers and a huge image vector for

brands,” answers Toledano, who is president of the French Federation of Couture, Ready-to-Wear and Fashion Designers.

Behind all this creativity, the organization with such a precise name reveals the true nature of haute couture:

a strictly controlled process of precisely numbered tasks, supervised by the French Ministry of Industry. Currently,

only 14 designers are allowed to wear the “haute couture” designation, with four “corresponding members” (those

not based in Paris, such as Viktor & Rolf, Valentino, Elie Saab, and Giorgio Armani Privé), and 14 “guest members,”

including Ulyana Sergeenko, Iris van Herpen, and Maison Rabih Kayrouz. With the exception of the smallest designers,

the houses must present 50 made-to-order looks per year, each requiring at least one fitting, made by a full-time

team of at least 20 people, all in a Parisian atelier. The production of a haute couture piece can take 150 to

6000 hours, whether it is a simple dress or suit, or an elaborately embellished evening gown. Prices range from

€9,000 to €1 million (which would be, according to Reuters, the price of a Dior couture wedding dress).


There is no doubt that Millennials (young people between 19 and 35 years old) have been influencing the luxury

fashion industry for a while by breaking dress codes and promoting hybrid styles with different price ranges.

They want clothes that are both grounded in reality and practicality, as well as novelty and playfulness. Representing

the largest demographic segment (approximately two billion Millennials worldwide according to the Pew Research

Centre), their desires and consumption habits will determine the direction of production for the next twenty

years. Also having the most purchasing power of any generation, it makes sense that they would explode the demand

for personalized, tailored experiences.

“We do indeed work with a lot of Millennials,” says a representative of Maison Rabih Kayrouz, the eponymous label

created by the former Chanel and Dior designer, known for his extravagant designs with elaborate embellishments.

“Nearly 25 percent of our customers are between 20 and 30, with a total of 35 percent under 40.”

“The younger ones used to be insiders who entered the market by inheritance,” Toledano says. “That’s still the

case today, but a new kind of customer has emerged: even younger than before, uninitiated, and dispersed around

the world.” Part of the reason for this is better accessibility. As designers and brands seek new ways to connect

with their customers, consumers have unprecedented access to the secret world of high fashion – a privileged

peek behind the scenes that are usually closed to the public.

“Fashion house websites are now presented in formats suitable for Millennials,” Toledano points out, describing

platforms where designers directly share their inspirations, images that are more festive than formal, videos

in the ateliers, and even tutorials. A new educational chapter has been opened, albeit in a very respectful way.

“To stay in control of the future, brands are learning the ‘language of Millennials,’ but without forgetting

their ‘native language,'” he adds. chanel couture millenials have become the main customers of high fashion

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If the youth seen in the front row of Fashion Week couture is any indication FAKETRAINER, today’s haute couture customers are no longer hidden behind a veil of mystery and discretion. Dotted

with influencers, celebrities, and women in their 20s and 30s from the Middle and Far East, China, and

India, this audience consists of “daughters and wives of prominent businessmen, stars, singers, actresses,

dancers, editors, and bloggers,” a Maison Rabih Kayrouz representative told Vogue – and their numbers

have grown considerably in recent years.

But while Millennials are propelling haute couture into the 21st century, they are also emulating the

connoisseurs of past eras – supporting the business of couture, and preserving its art for future generations.

This is especially true of Wendy Yu, a longtime haute couture customer who is not yet 30 years old. The

daughter of China’s leading wooden door maker:, her passion for luxurious pieces began as it does for many others: collecting issues of Vogue and imagining herself

wearing what she admired in those pages, . Her vital interest in couture detailing is evident: she turned this passion into a professional vocation by founding

Yu Holdings in 2022, a fashion investment company with significant influence ADIDAS CRAZY BYW LVL 1 . She is also active in arts sponsorship, as part of the events committee of the Met Museum in New York.

Her wardrobe includes traditional brands such as Chanel, Dior, and Valentino, but also smaller houses

such as Viktor & Rolf, and Schiaparelli, which she purchases for special occasions. “I’ve been collecting

them for many years now,” she says. “My first purchase was a two-piece tulle blouse by Giambattista Valli,

which is surprisingly versatile. I’ve worn the corset many, many times with velvet pants or a Giorgio

Armani slim black skirt. My latest acquisition at Fashion Week Couture was a pastel pink suit from Ralph

& Nike Vapor Untouchable 2 Jewels Navy ; Russo.”

For her, the attraction of haute couture is the honor and privilege of working one-on-one with a designer

to create a completely bespoke piece, straddling the line between clothing and a collectible art form. “One

of my favorite dresses is a gorgeous Dior piece, in the same genre as Jennifer Lawrence’s dress at the Oscars

in 2022,” she says. “It took six months to make, and no less than five meetings with the atelier.” As for

curating her personal collection, Yu would like to continue her work for posterity. “One day, I hope to open

the first fashion museum in China; NEW BALANCE MT580 X MITA SNEAKERS X STBG . That’s why I feel like each of my acquisitions is an investment that will ultimately become part of fashion