Couture or Confusion: Analyzing Haute Couture Collections through Cultural Brand Strategy

This paper examines how haute couture collections, driven by abstract inspirations such as freedom, resilience, and aura, create a lasting cultural impact through Douglas Holt’s cultural brand strategy. Using case studies of Raf Simons for Christian Dior (Fall 2013), Zuhair Murad (Fall 2024), and Rahul Mishra (Fall 2024), the research demonstrates that abstract concepts can act as cultural innovations, enabling designers to break convention and deepen emotional engagement. Unlike trend-driven ready-to-wear fashion, couture’s creative freedom enables brands to convey ideologies and myths through their designs. These collections prove that abstraction, rather than confusing consumers, enhances brand equity and reinforces couture’s role as a space for artistic and cultural leadership.