And…. Givenchy Did it Again!!!!!!
There are brands that have become immortals.
Certain brands are born to make history. Such has been the case of Dior, Chanel and Givenchy in the haut couture segment; Patek-Philippe in watchmaking and Bentley and Rolls-Royce in the automobile industry. All this brands have become immortal by virtue of excelling in the greatest virtue of them all: successfully surf the waves of time!
Created in 1952 by Hubert de Givenchy a master of taste and artistic sensitivity, the house bearing his name quickly jumped to fame thanks to a visionary alliance conducted by the creator: Haute Couture and Hollywood. The time was 1954 and Europe was finally shaking away the horrors of World War II and seeking to enjoy once again the wonders of fine living while Hollywood was in search for style. Both interests incarnated in a wonderful lady: Audrey Hepburn was the maid who was searching for a differentiating attribute in a world that was dominated by American actresses.
And the marriage of taste and allure took place under the auspices of Gladys de Segonzac herself a costume designer. Givenchy’s entrance into Tinseltown was criticized by many of his peers who feared Givenchy’s move to cause the whole industry to lose “exclusivity”. One of them even went so far a predicting the beginning of vulgarization for the industry. But history tends to mistreat pettiness. Givenchy’s move created a captive market for French couture that lasted until the 1980’s when Halston, Oscar de la Renta, Lauren, Donna Karan and Cline began to test French dominance over the industry.
This week Givenchy under the leadership of Riccardo Tisci will make another historic mark. Its catwalk will be opened to the lay public including design students from schools all over the US. Up to now catwalks were reserved for fashion publications; high end clients and celebrities and retailers. But beginning with the spring fashion week which takes place in September the House of Givenchy will allow students and 820 mortals entered the heretofore secluded premise.
The move reveals Tisci’s attunes with times. By opening up the premises to students and lay citizens his collection will be distributed with lightning speed to all the world. And in this era of computer aid design young designers and clothes manufacturers will follow the style thereby imposing it all over the world by mere usage and replication. Because in the times of Facebook and Instagram copying not criticizing is the new form of flattery. And once they copy you; they will not be able to live without you !!!!