Fashion means a lot of things to all of us. We read fashion magazines, shop the department stores and sign up for on-line updates with our favorite designers. However, what most of us don't understand is why one dress costs $1,500 in one fashion arena and $50 in another. The answer lies in these three categories: couture, prete porte & diffusion.
What is couture? The first thing that comes to our minds is Valentino, Oscar de la Renta and Coco Chanel. These are the designers to whom all other designers look up to. They are the faces behind some of the greatest garments in fashion history. They are the looks we see on the red carpets. From the Golden Globes to the Oscars, it is to these names, and others, where we find couture.
In other words, couture means one-of-a-kind. These garments are the ones that range in price, but will most likely set us back a few thousand. They are typically designed by either the lead designer or owner of the company. For instance, if it is a Calvin Klein garment, either Francisco Costa or Calvin Klein, himself, will design it. This is a huge honor, and part of the value in owning a garment of this kind. Couture is not only one-of-a-kind, designed by the original designer, but is also made to fit you like a glove. For those reasons, you should expect to pay an arm and a leg.
That brings us to prete porte (Ready to Wear). As soon as we hear the words "Ready to Wear", thousands of department stores should be pictured in our minds. These are the clothes that everyone wears. They are affordable, mass-produced pieces, that allows the proletariat to wear clothing. Special, one-of-a-kind, perfect fit are not words we would use to describe this category. In fact, we see these pieces everywhere you go. They may be in the most expensive department store to the least expensive super-value store. Whichever the case, they are the exact same piece.
If that be the case, why do we purchase anything in the prete porte category. The biggest reason - because we can't afford to do anything else. Another great reason - to purchase a garment for one event, allowing ourselves to buy something new without investing a lot of "green" in something we will never wear again. It could also be feasible to desire a garment that may look couture, without the cost. There are many reasons why prete porte continues to be the most successful fashion category, but the primary reason will continue to be the cost.
Lastly, we come to diffusion, which is the most misunderstood of them all. Diffusion came about in the mid-90's, so many may not even know what it is. Diffusion originally came about from the designers, not particularly the ones mentioned above, that specialize in couture. They wanted to expand their bottom line while congruently appealing to a different and new customer. Thus came the idea of diffusion, bringing the designs of couture to the department and supervalue store.
One great example of this is Target and the Isaac Mizrahi line. He was a known fashion designer with the couture pricetag. When he branched a mini-line into Target, he was able to sell those special designs at a supervalue price. Although, typically more expensive than the general prete porte garments, they will never skim the cost of couture garment. And, for those of us who love designer fashions, diffusion is the way to get the name without the cost.
Whether we shop couture, prete porte or diffusion, there is always a way for us to look amazingly smashing!
