FHCM President Pascal Morand on the Impact and Future of Haute Couture

Few individuals are as equipped to discuss the essence and impact of haute couture as Pascal Morand, the executive president of the Fédération de la Haute Couture et de la Mode (FHCM). Fashion Herald, shares his insights on the upcoming couture season, the balance between tradition and innovation, and the far-reaching influence of haute couture on the French economy and global culture.

A Season of Excitement and Diversity

When asked about the highlights of the upcoming couture season, Morand emphasized the unique blend of tradition and creativity that haute couture represents.

“Haute couture expresses not only a great tradition but also the osmosis between creation and savoir-faire, achieved at the highest level by houses. Haute couture week is a place of great creative and international diversity, with brilliant young designers emerging on this scene. All of which makes it very appealing and stimulating,” he explained.

Fostering New Talent While Honoring Tradition

Balancing the legacy of iconic French fashion houses with the need to nurture emerging talent is no small feat. However, according to Morand, haute couture week itself is the platform where this equilibrium is achieved.

“The official calendar gathers haute couture houses, international corresponding members, and guests. The haute couture committee ensures this balance and selects a small number of newcomers as guests. This season, we welcome Germanier and Miss Sohee,” he said, highlighting the commitment to cultivating new talent while maintaining the prestige of established maisons.

Economic Impact of Haute Couture

The financial contribution of haute couture extends far beyond the runway.

“For the houses, haute couture represents an essential activity—a symbol of great know-how carried by the ateliers and a major driving force. It also brings together a wide range of professions and artisans for whom the quality of savoir-faire is crucial, as with the métiers d’art,” Morand noted.

Moreover, he emphasized how the global demand for personalization and uniqueness bolsters the relevance of haute couture. This focus on exclusivity and craftsmanship not only drives economic growth but also inspires emerging brands to embrace haute couture as a viable business model.

A Boost to the French Economy

The vitality of haute couture week has had a measurable impact on France’s economy, with media exposure playing a critical role.

“The earned media value of haute couture week has multiplied by three over the last three years, reaching approximately $200 million for the last season, as calculated by Launchmetrics,” shared Morand. This underscores haute couture’s role as a significant economic contributor and a global attraction.

Cultural Significance on a Global Scale

Beyond its economic implications, haute couture remains a cultural emblem of France, celebrated worldwide.

“Haute couture is a hallmark of Frenchness. It conveys an image of culture and refinement. It proves that the intelligence of the hand embodies modernity just as much as technological innovation. Designers from around the world draw on their culture and traditions to create collections that flourish in Paris,” Morand explained.

Haute couture not only showcases the craftsmanship and creativity of its ateliers but also serves as a bridge between cultural heritage and modern innovation.

A Season to Watch

As Paris prepares for the most anticipated week on the fashion calendar, Pascal Morand’s insights reaffirm the importance of haute couture as both an economic powerhouse and a cultural beacon. With its perfect balance of legacy and innovation, haute couture continues to shape the global fashion narrative, captivating audiences and inspiring future generations of designers.

Let us know your thoughts on this season’s couture shows and the new talents making their mark in Paris.