A Millennial's Contribution to Couture

A Millennial's Contribution to Couture

An in-depth look at the relationship between fashion's youngest customers and the oldest fashion houses.

An in-depth look at the relationship between fashion's youngest customers and the oldest fashion houses.

Text: Gretty Garcia

Despite the claim that millennials live in echo chambers that continuously perpetuate practicality, even in the world of fashion, the bridge between this group and the lavish world of couture seems to be diminishing.  Why is that the case? The atelier tradition can be situated perfectly into the lifestyle of millennials, who place experiences at the top of their spending list.

Ralph Toledano, president of the Fédération de la Haute Couture et de la Mode, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, made the following claim to Vogue: "We have witnessed an interesting phenomenon of generational change...To keep a hand on the future, brands are learning to ‘talk Millennial’, but they do it without forgetting their ‘mother tongue.’” This purposeful inclusionary shift has benefited brands and has attracted many younger individuals to the realm of fashion.

By and large, social media is one of the principal culprits of this reformation. The faces at the front of fashion weeks appear on digital platforms and livestreams wherein people from all over the world are allowed to watch. The emphasis on public knowledge over private mediation has made it so that the "daughters or wives of important businessmen, celebrities, singers, actresses, ballet dancers, fashion editors and bloggers” are at the forefront of these previously exclusionary institutions within the world of fashion.

Fendi's celebrity Instagram campaign, which, most recently, included three generations of the Kardashian clan,  and Louis Vuitton's recent implementation of a young and hip Virgil Abloh serve as manifestations of this marriage between millennials and couture. Only time will tell how this relationship will continue to develop.

Kris Jenner, Kim Kardashian, and North West star in Fendi campaign

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