Fashion watch: Lifting the veil on the magical world of couture

A number of ateliers have opened their doors with videos, taking viewers behind the scenes of couture production. Photo: AFP

Jaw-dropping gorgeous designs. Embellishments so fine that they require attention to detail almost bordering on obsession. Such is couture.

In the past, it is locked within a magical world only accessible to the super rich or uber famous. Not so much anymore.

With the recent Paris couture shows forced to go digital by a pandemic, this largely private and exclusive industry has slowly opened up.

Read more: Has luxury fashion truly become more accessible to everyone?

Beautifully creative presentations by designers were posted online, in place of the by-invite only runway shows. The ateliers have also opened their doors, taking viewers behind the scenes of couture production.

Have a look at the two videos below.

'People still want to dress up'

As soon as you arrive at 158 Avenue Louise, Belgium, you feel the elegance, sophistication and search for beauty of this couture house founded by Paul Natan in 1938 and taken over by Edouard Vermeulen in 1983.

Over the years, he has been able to adapt to the demand as well as the evolving world, using vegan leather, looking at the origin and production of materials, and supporting the know-how, for example with raffia fringes made by artisans from Madagascar.

"Young people no longer have the same sophistication as previous generations. Now we realise that they want things that are easier to wear," says Vermeulen.

"It's also sometimes a bit of a simplification. But I maintain that, fortunately for the beautiful circumstances, people still want to dress up, attract attention and be elegant."

'Attention to detail that was almost obsessive'

In the Dior digital couture presentation, two bell boys are seen wheeling a trunk modelled on the fashion house's Paris headquarters through a dreamy primeval forest and offering nymphs each a heart-stopping look to try.

It required the atelier to create two versions of each design. One normal-sized, and another for a whimsical 40cm mannequin.

"In reality, we can call them miniatures, which required an attention to detail that was almost obsessive," comments creative director of Dior's women's collections, Maria Grazia Chiuri.

"Everything from the skirts, jackets and lining were like real haute couture garments."