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sure fashionWelcome 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 sure fashionwhich 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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