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Demystifying the Categories of Fashion Design

When it comes to fashion design, fashion shows, fashion week, and clothes in general, a lot of industry terms get thrown around with the expectation that we know what these couture big wigs are talking about. In the world of high fashion, there are three main categories of clothes that are created – haute couture, ready-to-wear, and mass produced (also known as “off the rack”). When you are watching fashion week or the fashion shows, you will hear the first two terms used quite frequently, and the mass produced types of fashion are going to be found in your American Eagle, Juicy Couture, Gap, or Hollister type stores. What do these terms actually mean? Haute couture was the type of fashion that predominated until the ‘50’s and was “made to measure” and literally translated from the French means “high needlework”. This kind of fashion could be made specifically for one client. All haute couture items will be one of a kind, you won’t see them on anyone but the person that is wearing them. Nowadays, this term is protected in that it can only be used by companies that meet certain standards set by Chambre Syndicale de la Couture. Many companies claim to produce haute couture, but use it as a marketing ploy. A couture garment is made to order for one person, and is generally made from high-quality fabrics with extreme attention to detail and finish. The cut and the fit are the priority. Ready to wear items are a cross between haute couture and mass market. They are not made individually, but the cut and fabric are exquisitely chosen. Items are made in small quanities to ensure exclusivity and they are expensive. These are the items you will find at Fashion Week. Mass market or off the rack is what the fashion industry relies on for wide spread sales. Less expensisve materials produce affordable fashion. The end product is sold at a much lower cost. Nowadays, many high-end designers are turning to mass market sales to increase their bottom line. This is why you can buy Ralph Lauren “off the rack” at a specified Ralph Lauren store, but not pay the ready to wear prices for it. Another example would be Proenza Schouller launching their Target lines.