There's a new section of the fashion industry on the rise: demi-couture — a high-end portion of ready-to-wear, though not necessarily handmade in any way. Designers are reporting a drastic rise in demand for the garments, which can range anywhere from a few thousand dollars to $14,000 — like a recent Mary Katrantzou dress — and beyond. Azzedine Alaia went as far as having a show featuring only the segments, and then selling the garments "as is" after the show ... with lots of success. Unlike couture, things like fittings, atelier channels, etc. aren't part of the demi-couture process. Instead, pieces are sold in ready-to-wear fashion: off the rack through retailers or the brands themselves.
The new trend is a little baffling and, sometimes, a financial struggle for designers who have to make sure there's a market for these pieces that, as
Jason Wu recently said, "just can't be done for cheaper." It's hard to say whether or not demi-couture really
can't be done cheaper, but it's hard to deny that the trend is quickly on the rise.
Text Corinna Fabre
Source Fashionologie
