I spent my last night in Paris watching Azzedine Alaia getting ready for his show, and it was a very thought-provoking way to end this whole hoo-ha of a season. Fitting, you could say (pun fully intended).
You could also say, “But wait! The shows are over! Why is he only getting ready now?” To which I would say: “That’s the point. He is only ready now – actually, he’s not quite ready now, but he will be soon – and he only shows when he is ready.”
And here’s the interesting thing: Mr Alaia’s business is growing by leaps and bounds. He’s taking over the enormous former Prada space at Barneys New York, he has a 120 sq metre space at Harrods already, he’s getting a bigger place at Harvey Nichols, opening corners in China, etc.
This is, I remind you, someone who no longer plays the fashion game at all: shows when the press has left Paris if that’s how it goes (buyers are still there; someone is around), delivers when it’s ready, and doesn’t do pre-collections. Plus, his work is priced at the highest end of the fashion spectrum. All of which has served to make him…more in demand. Read more