When Alexander McQueen was Artistic Director of Givenchy, he ruffled feathers all throughout the atelier when he decided to dine with the seamstresses in the basement of the fashion house’s headquarters at 3 Avenue George V, in Paris. It was unheard of for the artistic director of a major fashion house to interact with the petit mans and premières, but for McQueen, breaking bread with those who brought his wild visions to life was how he thought things should be.
Recently at the Haute Couture shows, designers took McQueen’s “progressive” lead, saying sayonara to the old, unwritten rules of fashion elitism. Clare Waight Keller brought her team out during the finale to take a bow at Givenchy, and then at Dior, Maria Grazia Chiuri’s set was decorated with toiles to showcase garments through a behind-the-scenes lens.
But while this may go down in fashion history as just another trend, one contemporary brand is making sure its customers know exactly who made its wares — forever.