The World of Couture

Couture clients invested time and effort into commissioning their wardrobes, and the relationship with the designer was an intimate one. Hardy Amies wrote, 'It is often forgotten that we execute orders: we do not sell clothes. If you went into the Boutique you would buy a suit, but if you walk upstairs you order a suit.'

The showing of the new designs followed fixed laws of precedence, beginning with suits and ending with evening wear.

Daywear

Day outfits included casual ensembles (ensembles simples), morning suits (tailleurs matin), casual afternoon suits (robes d'après-midi simples) and sophisticated dress suits (tailleurs habillés).

Designed by Hardy Amies, London 1952

 

Piquet jacket by Dior, England 1953

Cocktail and early evening wear

Cocktail dresses first appeared in the 1920s and gained a new popularity after the war.  

Zemire ensemble by Dior, Paris 1955

 

Evening dress by Sherard, London 1958

Evening wear and ballgowns

The fashion show culminated with evening dresses (robes du soir), dance dresses (robes à danser), long evening dresses (robes du soir longues), grand evening dresses (robes grand soir) and spectacular gala dresses (robe de gala).  

Evening dress by Fath, Paris 1948

Chiffon evening dress - Jean Desses, Paris 1953

 

Evening dress by Ferier, Paris 1948

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