NAME ON: Let’s face it, the total identify of the French trend federation, La Fédération Française de la Couture, du Prêt-à-Porter des Couturiers et des Créateurs de Mode, is a little bit of a mouthful, particularly for non-French audio system.
Make that its former identify, with the implementation in the present day by the federation of a extra manageable, condensed model of its moniker that also captures what it’s about: La Fédération de la Haute Couture et de la Mode. As reported, a new logo has also been created.
Behind the choice to remodel the identify, defined Pascal Morand, the federation’s govt president, was the federation’s govt physique. The committee is headed by federation president, Ralph Toledano, with as its members Morand, Sidney Toledano, president and chief govt officer of Christian Dior Couture; Bruno Pavlovsky, president of world trend at Chanel; Guillaume de Seynes, govt vice chairman of Hermès Worldwide, and Francesca Bellettini, president and chief govt officer of Yves Saint Laurent.
The federation has beneath its umbrella three commerce associations whose names will stay unchanged: the Chambre Syndicale de la Haute Couture, additionally presided over by Ralph Toledano; the Chambre Syndicale du Prêt-à-Porter des Couturiers et des Créateurs de Mode, headed by Pavlovsky; and the Chambre Syndicale de la Mode Masculine, led by Sidney Toledano.
Members of the federation additionally embrace non-French firms from international locations together with China, Japan, Italy, Belgium and South Korea.
Of the brand new identify, Morand elaborated: “It was too lengthy, and wanted adapting for the 21st century. We needed one thing that was clear, easy and modern and that displays what we're.” The brand new identify won't have an acronym, and won't be translated, he mentioned. “We needed to deal with having high fashion and trend within the identify, however that doesn’t imply it entails simply any sort of trend, we are going to proceed to deal with true creation.”
The story of the founding of the federation’s respective commerce associations dates again to 1868, when Paris-primarily based British designer Charles Frederick Price created the Chambre Syndicale de la Confection et de la Couture Pour Dames et Fillettes. In 1911, the commerce affiliation turned strictly couture-targeted, shortening its identify to the Chambre Syndicale de la Couture. After World Battle II, it was modified as soon as once more to La Chambre Syndicale de la Haute Couture.
The following change, defined Morand, got here in 1973 when members of the Créateurs & Industriels, a enterprise co-based by former federation president Didier Grumbach with Andrée Putman primarily based on connecting designers with industrial gamers, joined efforts with a band of couturiers that had branched out into prepared-to-put on, together with Yves Saint Laurent, to type the Chambre Syndicale du Prêt à Porter des Couturiers et des Créateurs de Mode.
It was created beneath the aegis of Pierre Bergé, who remained president for 20 years. Additionally they added a 3rd commerce affiliation devoted to males’s put on, or mode masculine. “I noticed Pierre Bergé just lately and he was saying how, to start with, there have been 5 couturiers and 5 designers on the calendar,” mentioned Morand. “He remembered Pierre Balmain asking, ‘Who’s this Sonia Rykiel?’”
Issey Miyake was additionally a part of Créateurs & Industriels, mentioned Morand, including of the federation’s new moniker. “You'll discover that the phrase français [French] is now not a part of the identify, there are two causes for that: With high fashion being a part of the identify, it’s implicit, and another excuse is that we now have many members who will not be French. We wish to be worldwide and can proceed to have worldwide members.”
Moran in contrast the open spirit of the federation to the worldwide artwork scene in Paris within the early 20th century. “Because of this we give a lot significance to range and openness, and to emphasizing the robust worldwide dimension of the style weeks of all of our member commerce associations,” he mentioned.