"Couture, Independent Designer, High Quality, Unique, Avant-Garde,..." are definitly not the first notions we think about when we come to face the mention "Made in China" on the label of a garment. And, YES, China is and will be for a long time, the world center of standardized mass production but NO, it is not the only way fashion goes on here.
We are a fashion house, we are a French and an Australian couturier, and we believe we can import in China the concept of Couture, as it is understood in the worlds fashion capitals. Though we decided to establish ourself in Beijing, we've choose to go opposite direction from what fashion usually means here. We've created a very small entity, a fashion atelier, working on studio scale.
The concept is simple, the creation, the fabrication, and the distribution, are all merged in one space, the atelier. We, the créateurs, are living a tight relationship with this space, we take it as an extension of our hand, and our mind. It in this space that we elaborate our concepts, that we conceive our collections, that we produce them, and display them. Everything is done in house. No complicated relations with suppliers, manufacturers,... This extraordinary tool that the atelier is, allows us to pay a huge attention to the elaboration of our garments, to perfect their technical aspects, to make them in the most appropriated way.
Le Divan is not just a brand, it is a "Maison de Couture", it takes more from the artist studio than from the design agency. With such concept, whatever if the atelier is located in Paris, Milan, Beijing or Mumbay, what matters at then end, is only the quality of what gets out of the studio, the quality of the design, of the creation, and of the fabrication. Being a "Maison de Couture", more than an image, a high price-range or a prestigious address, it is an attitude toward creation.
Leave a comment