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After about 90 whole years spent 6 feet under the French label Poiret eroded from the dust and made a debut with a ready to wear Fall\Winter 2018 collection yesterday during Paris Fashion week which marks the new era for the house which has now re-entered the commercial industry.
Although remaining under the radar for a substantial amount of time, Paul Poiret the founder and creator of the brand has a immense historical value and is a fundamental pillar in the uprising of Paris' couture industry. Established by Paul himself in 1903 his controversial at the time designs which featured un-corseted loose fitting slim silhouettes had gained quite a following. Overtime he gained an almost overnight success through extravagant themed parties and maximalist window displays he marketed his brand smartly and uniquely which is how he stood out amongst his competitor couturiers. Over time the house expanded its reach when launching an interior range and a signature fragrance in 1911 which makes Paul Poiret the first French couturier to have their own fragrance, a fundamental role as today France Is one of the main Fragrance establishments. The success was short-lived as the house slowly began to collapse during WW1 under the absence of Paul who had left to serve in the military and designers like Chanel eroded in the industry shifting trends and customer focus which meant that Poirets reign in French couture had come to an end.
The house is now under the artistic direction of Chinese couturiere Yiqing Yin after years of careful speculation and and selection.
Poiret F\W 18 couture