The Evolution of Fashion: Examples of Famous Brands and Global Trends

Contents:

• Louis Vuitton
• Chanel
• Prada
• Balenciaga
• Schiaparelli
• Dior
• Armani
• Vivienne Westwood
• Comme des Garçons
• Thierry Mugler
• Design house Maison Martin Margiela: Art and Avant-Garde in Fashion
• Marc Jacobs
• Alexander McQueen

Fashion is a combination of art, culture, and business. Clothing serves us not only as protection, but also as a means of self-expression, communication, and even protest. It invariably reflects historical, political, and social realities. People create fashion, and at the same time, it influences their self-awareness when they choose what to wear.

In this context, fashion designers act as conductors, forming solutions that respond to the biological, psychological, and social needs of people. Of course, when they lead significant global fashion brands, their work becomes a source of large-scale and iconic aesthetic trends.

This article presents key information about thirteen famous fashion brands and their outstanding designers. Here you will find all the information you need to better understand the world of fashion.

Louis Vuitton

Country: France.

Brand creator: Louis Vuitton.

Successors:

• In the business sphere, such personalities as Georges Vuitton, Gaston Vuitton, Henri Racamier and Bernard Arnault can be distinguished.
• In the fashion world, such famous designers as Marc Jacobs, Kim Jones, Nicolas Ghesquière, Virgil Abloh and Pharrell Williams can be distinguished.

What he gave to fashion:

• iconic travel bags and suitcases;
• patterns resembling a checkerboard, monograms and four-leaf clover symbols;
• Cooperation of the fashion industry with contemporary art.
• Fusion of elements of high fashion and street style;
• organized fight against counterfeiting.

Read also:

The Path from One Empire to Another: Chronicle of the Fashion Brand Louis Vuitton.

Chanel

Country: France.

The founder of the brand is Gabrielle "Coco" Chanel.

Continuity in fashion: Karl Lagerfeld, Virginie Viard, Mathieu Blazy.

What gave fashion:

• jersey fabric,
• tan,
• the aesthetics of Rus' and Byzantium,
• tweed,
• ballet flats with black toes.
• The elegance of Parisian women.

Read also:

A legend can arise from any source. Such is the fate of the Chanel fashion house.

Prada

Country: Italy.

Founder: Mario Prada.

The brand's successors are Luisa Bianchi, formerly known as Prada, Maria Bianchi, better known as Miuccia Prada, and her husband Patrizio Bertelli. In 2020, Raf Simons joined Miuccia Prada's design team.

What he gave to fashion:

• backpacks and tote bags made of nylon;
• "ugly chic" style;
• strict clothing, reminiscent of a uniform;
• conceptual design that has intellectual depth, but can sometimes look ironically primitive.

Read also:

The king, a supporter of communist ideology and a controller. Chronicle of the fashion brand Prada.

Balenciaga

Country: Spain.

The founder of the brand is Cristobal Balenciaga.

Heirs: Nicolas Ghesquière, Alexander Wang, Demna Gvasalia and Pierpaolo Piccioli.

What gave fashion:

• architectural textures,
• the beauty of the Spanish nobility,
• oversize and a ball-shaped silhouette,
• babydoll dress,
• the concept of the It Bag.

Read also:

Balenciaga is a unique fashion house that was founded by a man with exceptional cutting and sewing skills. The history of this brand is imbued with the creative achievements of its founder, who became not only a master but also a true innovator in the world of fashion.

Schiaparelli

Country: France.

The founder is Elsa Schiaparelli.

Heirs: Marco Zanini, Bertrand Guyon, Daniel Roseberry.

What it gave to fashion:

• loosely knitted sweater
• Surrealism, as an artistic movement, is reflected in the world of fashion, covering clothing and accessories. This style, known for its unusual and sometimes absurd forms, gives designers the opportunity to create pieces that transcend conventional perception. These collections feature bold color combinations, unexpected textures, and unusual silhouettes that evoke associations and open new horizons of imagination. Clothing and accessories made in the spirit of surrealism often evoke surprise and admiration in viewers, forcing them to think about the boundaries of reality and phantasmagoria.
• The trompe-l'œil technique is a technique that creates the illusion of reality.
• bold humor.

Read also:

Life in a surprisingly bright shade of pink. Legend of the fashion brand Schiaparelli.

Dior

Country: France.

The company was founded by Christian Dior.

Successors: Yves Saint Laurent, Marc Bohan, Gianfranco Ferré, John Galliano, Raf Simons, Maria Grazia Chiuri, Hedi Slimane, Kris Van Assche, Kim Jones, Jonathan Anderson.

What it gave to fashion:

• the "new silhouette" and "eight-wing" silhouettes;
• Patterns known as "houndstooth" and cannage are unique designs that have their own characteristics and applications in various fields. "Houndstooth" is characterized by its distinctive geometric design, reminiscent of bird prints, and is often used in the textile industry to create elegant fabrics. Cannage, in turn, is a more complex and varied pattern that can include various elements, such as curls and linear shapes. Both of these patterns are widely used in fashion, interior design, and interior design, bringing their own unique aesthetics and style.
• creating designs and marketing strategies based on a solid foundation of visual codes;
• high-end style and luxurious glamour;
• using ethnic elements in visual arts and references to various historical periods.

Read also:

Tales and their creators. Chronicle of the fashion brand Dior.

Armani

Country: Italy.

The founder of the brand is Giorgio Armani.

Heirs: Leo Del Orco, Silvana Armani and Roberta Armani.

What he gave to fashion:

• Milanese cut,
• replacement of jewelry with elementary geometric shapes,
• casual androgyny
• Fashionable outfits of celebrities on the red carpet.

Read also:

The Giorgio Armani fashion house is a symbol of sophisticated style and impeccable taste. The history of its creation begins in the early 1970s, when Giorgio Armani himself, as a young designer, decided to bring his ideas to life. Inspired by the desire to create clothing that combines elegance and comfort, he launched his first women's range in 1975.

Armani's designs quickly gained popularity thanks to their clean lines and simplistic designs. The designer sought to free women from bulky and uncomfortable clothing, offering them more practical and stylish options. In the 1980s, his image became even more recognizable when he created iconic silhouettes that became symbols of elegance and confidence.

His achievements include not only women's clothing but also men's clothing, as well as accessories, perfumes, and home decor. The brand's calling card is the use of high-quality materials and meticulous attention to detail. Thanks to this, Armani was able to create a unique style that remains relevant and in demand to this day.

The Giorgio Armani fashion house is also known for its bold steps into the world of film and art, becoming an integral part of high culture. Show collections inspired by various themes always arouse the interest and admiration of the public. Thus, the history of Armani is not just the path of one person, but an entire era in the world of fashion.

Vivienne Westwood

Country: United Kingdom.

The brand's founder is Vivienne Westwood.

Andreas Kronthaler is a name that has become associated with a new generation of artists and designers. His work brings a fresh perspective to traditional concepts, and he continues to develop the ideas laid down by his predecessors. Inspired by cultural and historical contexts, Kronthaler creates unique works that reflect his individuality and vision.

What he gave to fashion:

• punk,
• provocative images,
• Anglomania,
• corsets,
• tartan.

Read also:

The world is immersed in protest. A story about the fashion house Vivienne Westwood.

Comme des Garçons

Japan and France.

The founder is Rei Kawakubo.

Successors: none.

What he gave to fashion:

• silhouettes that have no visual references to historical traditions can be described as "zero clothes".
• non-sexuality;
• anti-aesthetics;
• Unusual phenomena and conceptual ideas.

Read also:

Fashion is not only clothes, but also an art that expresses individuality and cultural change. Rei Kawakubo, a Japanese designer, played a vital role in this process with her brand Comme des Garçons. Founded in the early 1980s, this fashion house quickly gained recognition for its innovative approaches and bold concepts.

Kawakubo became known for her unconventional view of women's fashion. She actively used discontinuous forms, asymmetrical lines, and unexpected textures, creating an entirely new visual language. Rather than adhere to accepted standards, the designer sought to subvert traditional notions of beauty and style. Her collections often reflected themes related to identity, social justice, and even philosophy.

Comme des Garçons is not just a brand, but an entire philosophy. It intersects various cultural contexts and artistic movements, making each collection unique. Kawakubo not only creates clothes but also uses fashion as a means of self-expression, allowing each wearer to find their own style. The brand became a symbol of a radical approach to fashion, where form and content intertwine, creating space for personal interpretation.

Over time, Kawakubo continued to experiment, opening new horizons in the world of fashion. She has inspired generations of designers who strive for self-expression and innovation. Comme des Garçons remains one of the most influential brands in the industry, continually emphasizing the importance of individuality and creativity.

Thierry Mugler

Country: France.

Creator: Manfred Thierry Mugler.

Successors: Riccardo Tisci, Nicola Formichetti, David Coma, Casey Cadwallader and Miguel Castro Freitas.

What it gave to fashion:

• pronounced contours of a muscular body,
• armor,
• futurism,
• latex,
• Sexy abstractions.

Read also:

Space surrounds us from all sides, filling the world with drama. The same can be said about the fate of the fashion brand Mugler.

Design house Maison Martin Margiela: Art and Avant-garde in Fashion

Countries: Belgium and France.

The founder is Martin Margiela.

The successors are an anonymous group of designers, as well as Mathieu Blasi, John Galliano and Glenn Martens.

What gave fashion:

• the multi-layered nature of Japanese style and tabi.
• analysis and decomposition into component parts,
• recycling of resources,
• snow-white canvas and snow-white robes,
• Anonymity as a trend in modern society.

Read also:

The Decline of Luxury. Chronicle of Maison Martin Margiela

Maison Martin Margiela, once a symbol of avant-garde fashion and an unconventional approach to design, is today going through difficult times. Founded in 1988, the brand quickly gained recognition thanks to its innovative and often provocative collections that challenged traditional notions of fashion. The brand's designers used unconventional materials and shapes, creating unique looks that embodied the spirit of the times.

However, in recent years, Maison Martin Margiela has faced numerous challenges. Changing consumer tastes, as well as increased competition from more commercially oriented brands, have forced the company to rethink its strategies. While the brand still maintains its reputation in the world of high fashion, its innovation and creativity have become less visible amid global trends.

As a result of certain decisions, such as renaming and changing its concept, Maison Martin Margiela has lost some of its identity. The shift to more mass-market collections and collaborations with other brands have led to a certain blurring of the company's image. This has led many loyal fans of the brand to feel disillusioned with what was once a symbol of uniqueness and artistic expression.

Thus, the story of Maison Martin Margiela is a shining example of how brands, even with a rich heritage, can face challenges that call into question their continued existence in the fashion industry.

Marc Jacobs

Country: USA.

Brand Creator: Marc Jacobs.

Successors: none.

What he gave to fashion:

• a lot of self-irony;
• grunge should be available to everyone, and not remain only for a limited subculture;
• cute prints;
• second-hand chic.

Read also:

Grandmother's Pride: The Marc Jacobs Journey

From the very beginning of his career, Marc Jacobs has become a symbol of a unique approach to fashion. His story begins with a love of design, which he inherited from his grandmother. She inspired him to create, instilling a sense of style and an understanding of beauty.

From a young age, Marc showed an interest in art. After studying at a prestigious design school, he began his professional career by creating clothes that quickly attracted the attention of fashion connoisseurs. His works were distinguished by bold solutions and playful elements, which contributed to the rapid growth of popularity.

A significant moment in Jacobs's career was the launch of his own brand. He sought to create not just clothes, but an entire philosophy reflecting individuality and freedom of expression. His collections delighted and surprised, and the designer himself became one of the most influential people in the industry. Over the years, Marc Jacobs not only strengthened his position in the fashion arena but also became a true curator of new trends. He skillfully combined classic elements with modern motifs, creating unique looks that inspired many. His work became the embodiment of creativity and dedication to his craft, and his grandmother's pride remained an important source of inspiration for him throughout his career.

Alexander McQueen

Country: United Kingdom.

Brand creator: Alexander McQueen, also known as Lee.

Heirs: Sarah Burton and Sean McGuire.

What he gave to fashion:

• evil queens;
• the darkness of violence;
• spikes, armor, and horns;
• "Plato's Atlantis."

Read also:

A day dedicated to the unholy McQueen: a designer who sincerely admired women.

In our Telegram channel you will find a lot of fascinating information about design. Join us!

Read also:

• The most controversial fashion shows
• Fashion history: wardrobe essentials
• The history of fashion is inextricably linked with the name of Kanye West, who not only became famous as a musician but also became a significant figure in the world of fashion. His approach to clothing and style has had a noticeable influence on many designers and fashion trends.

  Kanye began his career in the fashion industry with collaborations with famous brands such as Nike and Louis Vuitton, which allowed him to showcase his ideas and vision. In 2013, he launched his own line of Yeezy shoes, which quickly gained popularity due to its unique design and comfort. Yeezy became more than just a brand, but a true cultural phenomenon that changed the perception of streetwear.

  With each new collection, Kanye sought to blur the boundaries between high fashion and everyday wear, introducing elements of minimalism and innovative materials into his work. His creations often featured neutral shades and simplistic silhouettes, making them universal and sought-after.

  An important aspect of West's work was his desire to address social and cultural issues through the lens of fashion. He used his shows as a platform to express his views and ideas, which attracted the attention of not only fashion critics but also the general public.

  Thus, Kanye West's contribution to the world of fashion extends far beyond his music career, and his influence continues to be felt in contemporary trends and on catwalks around the world.

• An aesthetic guide to different historical periods.

• Léon Bakst: The Founder of the European Fashion Movement
• A dress code is a system of rules and norms that determine what style of clothing is considered appropriate in certain situations or institutions. It forms standards that help maintain harmony and order in society, especially in a professional environment or at formal events.

  The history of the dress code goes back to the distant past. Initially, it appeared as a way of indicating social status, where clothing served as a symbol of wealth, position, and belonging to a certain group. Over time, these rules have become more precise and have begun to extend to various areas of life, including business, educational institutions, and cultural events.

  Modern dress codes range from strict formal requirements to more relaxed and creative approaches, allowing everyone to express their individuality within the established norms. As a result, dress code has become an important element of culture, influencing the perception and interaction of people in society.

• Five creative approaches in design that caused legal conflicts.