Giles Deacon drops LFW for Couture in Paris
Giles Deacon has swapped London Fashion Week for Paris' Haute Couture schedule.
The British designer has showed in the British capital since February 2004, so it comes as quite a surprise that he has switched things up. Instead, Deacon is to debut his fall collection in July (16) in cooperation with French federation Chambre Syndicale de la Haute Couture. This will allow the fashion star to give more attention to red carpet creations, bespoke pieces and one-off designs.
On top of this, Deacon will be able to grow closer to private clients and make sure there are shorter delivery cycles so the release of collections are more aligned with the seasons.
“We want to focus on what we do well, and maximise the success of the red carpet and private client work we’ve been doing over the past four years,” he told WWD. “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.”
Showing in July means delivery will be in September (16), which Deacon is pleased with as his clients will be receiving pieces at the right time to wear them.
While his change of routine wasn't anticipated, his foray into couture seems only natural due to his theatrical, spectacular garments. Many of his presentations have boasted masks crafted by milliner Stephen Jones and the pair once sent a life-size feather yeti down the runway.
Looking to the future, Deacon hopes to interact with costumers via technology so they can browse his offerings even while on holiday. “I have their measurements, so I can try out new styles on their avatars, and they can place an order from whatever device they’re on,” he explained. “Today, it’s all about going to the customer, rather than waiting for footfall in a shop.”