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Jan 31, 2024

How can you really own and wear Haute Couture?

A few months ago, I went to Paris with my friend VIC (which stands for Very Important Client, and I will not reveal her name for privacy reasons) to commission a Haute Couture dress.

Undoubtedly, it was an incredibly luxurious and super-exclusive experience that surpassed my wildest expectations.

Looks from the latest Haute Couture Week Spring-Summer 2024 runway shows in Paris. Collage courtesy of IM alumna and graphic designer Constanza Coscia

Looks from the latest Haute Couture Week Spring-Summer 2024 runway shows in Paris. Collage courtesy of IM alumna and graphic designer Constanza Coscia

To begin with, it wasn’t just about visiting a store but an entire floor exclusively dedicated to Haute Couture clients. There were no queues or restrictions; everything was available for us to request, meticulously prepared. 

Exceptional sewists take your measurements and, if feasible, adjust the look from the Parisian runways to suit your silhouette (spoiler alert: it comes with a slight discount on the price). Alternatively, they create an entirely new piece exclusively for you, infused with the passion that sets them apart.

It’s worth noting that not all of the Haute Couture pieces seen on the catwalks are available. Other patrons have already claimed many due to the principle of “one and only one”. Did you know that several customers secure their purchases right after the fashion show? A simple Whatsapp message to the seller could be worth millions of euros. The dress you acquire is then customised with your signature on the internal label. 

In the world of cutting-edge fashion houses, the piece you purchase is often secured via blockchain to safeguard your identity, even in the Metaverse.

What many people don’t know is that the creative director of the fashion house often personally delivers the Haute Couture item, sometimes even stopping for dinner with their family. This privilege is clearly reserved for esteemed clients who have shown loyalty and continue to do so.



Angelo Ruggeri
Journalist and Master Course Tutor & Fashion Styling Course Leader, Milan