Okonkwo Prelims

modern luxury fashion. He has been hailed as the architect of luxury fashion

branding and remains one of the most talented fashion designers of all time.

He invented haute coutureas we know it today and other modern fashion

practices like the creation of seasonal

fashion styles and trends, the use of

fashion models and the fashion brand

name as a label.

Charles Worth, an Englishman who

went to Paris to enter the world of fash-

ion, made a name for himself in haute

coutureand an indelible mark in the

world of fashion. His name still

commands great respect in fashion

circles and beyond, even in France

where the English have been widely

regarded as lacking aesthetic apprecia-

tion. His high creative talent and busi-

ness sense set the scene for the current

modern-day luxury goods industry. He

created the first true luxury fashion

brand and paved the way for the appli-

cation of modern branding and market-

ing principles in the world of luxury

fashion.

48

luxury fashion branding

Figure 2.3 A current lingerie

design from recently launched

brand Courtworth, an attempt at

reviving the Worth fashion house.

The style is inspired by the original

designs of Charles Worth

Figure 2.1 Charles Frederick

Worth, the man who invented

haute coutureand later became

the first fashion entrepreneur

Figure 2.2 A design of Worth

showing his elaborate style and

attention to detail