Even people who are not in the fashion world know how famous French fashion is.

And in all fashion products, its leading position in luxury goods is no one can shake.

Let's take a look at how France, and Paris in particular, has become a global hub for luxury brands.

In the current popular concept of "light luxury", it is necessary to define what is "luxury" first.

For pan-industrial "light luxury" is not luxury as defined in this book. Needless to say, there is no absolute authority on any definition, including the definition of luxury. However, scholars and industry insiders agree on a few key elements of luxury:

• Scarcity of materials is the material basis of luxury goods. Diamonds, Birkin bags, and clothing inset with gold and silver in a certain material will become luxury goods, it is the scarcity of the material that determines the scarcity of quantity, and the scarcity of quantity determines the degree of luxury.

Luxury's truly scarce products are not sold in stores because they have already been ordered by the brand's VIP.

• Uniqueness of design.

Why are most star designers born in luxury groups? On the one hand, marketing needs, high-end brands need people who can generate stories, and talented designers can play such a role; On the other hand, the designer's design creativity plays an important role in luxury goods. History is full of examples of designers turning around brands.

Tom Ford to Gucci; Christopher Bailey for Burberry; John Galliano to Dior.

• Unique type of manual craft. Among clothing products, the most representative concentrated handicraft products are haute couture.

Although the word has been a bit overused in China in recent years; Although there are not hundreds of people around the world who consume haute couture today, it is no longer a category that can make money for the brand.

But one of the reasons why the twice-yearly Paris Haute Couture Week continues is to preserve its unique handcraft inherited from its century-old history.

• Stand the test of time. This is also important for luxury goods.

Standing the test of time has several meanings here.

First, of course, it must be durable -- it is a test of quality; Then there are the classics of design, which is why the works of the masters are not out of date after decades or hundreds of years. Haute couture from before the 1950s still looks breathtaking. Finally, the value of the investment. True luxury goods have investment value in their own right.

I hope that through the above sharing, you can not only understand the fashion week's launch, learn from the fashion week to capture the fashion trend and collocation skills, but also understand that fashion has never been only about dressing up, or only the decorative role of the human body.

Fashion is indeed a mirror of society, reflecting war, culture, art, economy, environmental protection, technology and other aspects. No matter what field you come from, I hope you find that fashion is not far away from you.

I also hope that through this book, you will pay more attention to local Chinese fashion and Chinese designers. Although local Chinese designers have been trying to gain recognition from the Chinese public since the 1980s, there are still many people who believe that there are no good local brands and designers in China. What can be recognized by the public is still mainly foreign brands.