GIVENCHY’s haute couture line no longer on the catwalk
The current financial crisis has determined French luxury fashion house GIVENCHY to give up presenting its haute couture collections on the catwalks. Givenchy’s designer Riccardo Tisci has annouced the haute couture collection will also be smaller, with only 10 looks. The presentation of the haute couture collection will be private and strictly limited to the clients of the couture line. Tisci also motivated this decision with the fact that many of the couture clients do not attend the large couture catwalk shows which attract a lot of publicity due to the privacy they want to maintain.
However, what hasn’t been mentioned is the essential role the haute couture collections have on the awareness of the brand, especially for the mass produced products such as fragrances and cosmetics. In the case of GIVENCHY, the fashion house has a turnover at least ten times smaller than that of its fragrance and cosmetics division.