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Fashion
design is the applied
art dedicated to the creation of wearing apparel and lifestyle.
Please see also Fashion for a more complete definition.
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.


