Giles Shutters RTW to Focus on Couture

Giles Deacon has made the decision to temporarily discontinue his label’s ready-to-wear lines, in favor of focusing more heavily on couture. While our wallets might not necessarily agree, the runway showing might just make this swap much more tantalizing. This change means Deacon has dropped his slot for London Fashion Week, and we will instead be seeing his creations in July for the Paris Couture schedule.

Giles Shutters RTW to Focus on Couture

“We want to focus on what we do well, and maximize the success of the red carpet and private client work we’ve been doing over the past four years. We want to be the go-to business for super special daywear and eveningwear, to focus on what we are known for, and what our customers want from us,” said Deacon, in an interview with WWD. The designer hopes to use this transition to gain a closer relationship with his client base, and shorten the time it takes for clothes to make it from the runway to the customer’s wardrobe.

“With couture, it means I get to show fall in July, with delivery in September. My clients will be getting their pieces in season,” he continued. He also disclosed the price range of the Giles Couture collection, where customers can expect to find a bespoke dress between £3,000 and £5,000 or a stunning red carpet look from £50,000 to £70,000. So the prices are naturally higher than that of a ready-to-wear collection, but the couture garments will likely be much more special and extravagant, not to mention that the clothes will be released in the actual seasons they should be worn in.

Deacon isn’t alone in his venture for change amongst the fashion industry ranks. Many other designers have expressed similar desires recently, and there are likely many more to have the same urge.
Designer Matthew Williamson dropped his London Fashion Week slot last year, much as Deacon has done now, and decided to use a “see-now-buy-now” method of ecommerce in order to be more focused on his client base. So the two designers had a similar outcome in mind, but decided to go about the process in different ways.

New York Fashion Week slots being dropped are label Thakoon and designer Rebecca Minkoff, among others, who are looking to offer their lines directly after the runway showing. All of these are legitimate options and ways to create a more direct line to the consumer, but it is great to see the designers trying to establish those types of connections.

“This business gives you a lot more control, because it means everything that’s ordered is sold, and each customers gets an individual pieces,” Deacon said about his decision to transfer into couture. His plan for transition includes strengthening his design teams in Paris and London, where we can expect to see a new showroom pop up in Mayfair. He is also hopping on board with the virtual trend of the new seasons, as he is looking into the pros and cons of offering a virtual fashion show. These are all moves, which will see a great deal of support from just about anyone, as what could be better than a more immersive fashion experience, especially when Giles Deacon is at the helm.

Photo courtesy of Vogue

Recent Posts

Model Sara Sampaio’s Pre-Victoria’s Secret Show Workout

The Victoria's Secret Show is one of the most demanding fashion shows. Besides the million-dollar budget meant to bring a unique experience to the brand's fans, the models are also here to flaunt their best...

Gorgeous Burgundy Celeb Makeup Looks

Burgundy is one of the most beautiful colors to use in makeup and fashion. We all love a vampy burgundy matte lip. Since celebrities love experimenting with new looks, they deliver new trends all the...

Inside Serena Williams’s Lavish Wedding

The greatest tennis superstar of all times Serena Williams and Reddit's co-founder Alexis Ohanian tied the knot on November 16 in New Orleans. As everyone expected, the couple prepared a fairytale-like opulent wedding. [caption id="attachment_92145"...

Shiniest PVC Pieces To Amp Up Your Style

This winter we go by the rule “more is more”. Dull outfits are reserved only for the ones who are afraid to experiment. But if you are into fashion and always want to look your best,...

Oscar de la Renta’s Wedding Dresses: Spring 2018

Oscar de la Renta’s bride is elegant, feminine and glamorous. For their first bridal collection as co-creative directors, Laura Kim and Fernando Garcia wanted to keep the recognizable spirit of the brand. They paid homage...