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 Welcome
to Sure fashion.com, Fashion design is the applied
art dedicated to the creation of wearing apparel and
lifestyle. Please see also Fashion for a more complete
definition in our sure fashion website.
The first person who could
really be considered as a Fashion designer was Charles
Frederick Worth (1826-1895). Before he set up his
maison couture (fashion house) in Paris, clothing
design and creation was handled by largely anonymous
seamstresses. When he started his business, his customers
could attach a name and a face to his designs once
they learned that they were from the House of Worth,
thus starting the tradition of having the designer
of a large company is not only the creative head but
the symbol of the brand as well. After Worth, Paul
Poiret started with a concept  which
is nowadays considered as general fashion design/
marketing and Haute Couture, and is also credited
with starting the trend of removing the corset from
female fashion. Although fashion itself has a long
history which leads back to the early civilisations,
the people who designed and produced garments before
the late 19th/early 20th century were seen as anonymous
artisans, not well-known public figures.
Following in Worth's and Poiret's
footsteps were: Patou, Vionnet, Fortuny, Lanvin, Chanel,
Mainbocher, Schiaparelli, Balenciaga, and Dior. Hand
in hand with clothing, haute couture accessories evolved
internationally with such names as Guccio Gucci, Thierry
Hermès, Judith Leiber, and others.
By the 1960's, haute couture
was not the only trend dictator anymore. Under influence
of Fashion Icons (like for example Marilyn Monroe,
Audrey Hepburn and Jackie Kennedy or the models like
Twiggy), Youth culture and the independent women's
movements, it became acceptable for fashion to ascend
from the people rather than be handed down by large
couture houses.
Fashion brands not only just
produced garments anymore but also started to create
their own image or started designing for certain target
groups and/or sub cultures. Vivienne Westwood for
example "created” the image which is now
generally considered as Punk. The Trend dictation
of the Old Couture Houses was over.
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