The History of Vionnet - Essay Example

However, the business was shuttered and only in six decades it was re-interpreted by an Italian businessman. Now it belongs to Goga Ashkenazi, a Kazak former oil and gas tycoon, whose attraction to the fashion industry and the Vionnet brand in particular was dictated by a belief in the heritage and history of the brand (Haritela, 2013).

Despite the entire couture industry being directed toward meeting the desires of those customers who can afford luxury clothes, in terms of affordability, the creative director of Vionnet and its owner Goga Ashkenazi is striving to capture more consumers by creating the same couture in a more accessible way (Karmali, 2013). While clothes couture range sometimes from tens to hundreds of thousands of pounds for a dress, it becomes less possible for all most women to purchase such dresses and under such tough economic conditions, it is practically impossible. For that reason, Vionnet offers demi-couture gowns that are full of beauty and capture the couture creation, however, are more affordable for the customers. In addition, couture dresses are usually one-time event clothes, while Vionnet wants to provide its consumers with those dresses that will be suitable to wear in more ways than one. Thus, a dress from Vionnet for £2,000 is considered an affordable couture unit available in different colours, prints and materials, and at the same time does not also lose its exclusivity and unique features of haute couture. The successful revitalization of the Vionnet brand is also influenced by its designer Chalayan, who is more known as a visionary magician.