Hermès and silent haute couture: Léa Peckre's gamble

Why is haute couture once again becoming a strategic tool?

Long confined to a small circle, haute couture today finds a function that the luxury industry had never truly given up: that of a image laboratoryAt a time when fashion spreads in real time and trends fade quickly, couture offers the opposite: time, proof, a sense of tangible truth. It serves not only to sell unique pieces, but to lend credibility to promises of quality that then permeate the industry ready-to-wear, leather goods, beauty Or watchmaking. THE large houses They understood this a long time ago. Chanel, Dior, Givenchy, Schiaparelli Or Balenciaga They maintain, through couture, a notion of pinnacle, a language of cut and know-how that justifies their overall prestige. Even when couture sales are not the core economic activity, thehalo effect fosters desirability and protects the brand against the erosion of meaningIn this context, the idea of ​​a "nascent" haute couture at Hermes It reads like a strategic move: consolidating an identity and extending it, without betraying it, towards an even more demanding grammar. Sewing then becomes a terrain