Jacquemus to Sabyasachi—why are top fashion houses drawn to ready-to-wear?

What luxury means depends on who you ask. For millennials, it’s the quiet sophistication of Celine’s structured bags, Bottega Veneta’s woven leather, and Burberry’s timeless trenches—steeped in tradition, heritage, and old-money aesthetics. But for Gen Z, luxury is more about self-expression and irony. They gravitate towards Loewe’s playful surrealism, Jacquemus’ micro-bags, or Diesel’s Y2K-inspired denim—pieces that are less about legacy and more about cultural relevance.

This shift in perspective has reshaped how luxury brands operate. Today, ready-to-wear isn’t just an extension of a couture house—it’s what drives the business. Brands once known for their exclusivity are now focusing on accessibility and relevance. Take Schiaparelli, for example. Once rooted purely in haute couture, launched a full-fledged ready-to-wear collection, bringing its avant-garde aesthetic to a broader audience. Similarly, Mugler—famous for sculptural, couture-like pieces—has leaned into wearable, body-hugging designs that dominate pop culture and red carpets. And these are just a few examples.

 

However, this transformation didn’t happen overnight. Decades ago, luxury fashion was synonymous with couture—handmade, one-of-a-kind garments designed for the elite. Houses like Chanel, Dior, and Givenchy defined this era, creating extravagant, custom pieces for their most exclusive clientele. It wasn’t until the 1950s and '60s that the industry saw a shift. Yves Saint Laurent was among the first to challenge tradition with Rive Gauche in 1966, offering high fashion in a ready-to-wear format. Soon, brands like Valentino, Balenciaga, and even Louis Vuitton followed, proving that luxury could be both exclusive and widely available.

Fast forward to 2025, and ready-to-wear has firmly taken centre stage in the world of luxury fashion. Couture still holds its place as a symbol of craftsmanship and heritage, but the real excitement is in ready-to-wear. Fashion weeks have shifted focus, moving away from dramatic silhouettes and towards the pieces that will actually sell—the ones you’ll spot on celebrities, influencers, and high-end shoppers who want luxury that feels attainable.

“Couture is becoming more ‘occasional,’ while ready-to-wear takes centre stage,” says designer Dhruv Kapoor. “Luxury houses are translating couture into RTW, making high fashion more accessible beyond exclusive events. Consumers today prioritise versatility over price, which is evident in the rise of rental services featuring couture from top designers.”  

Designer Kanika Goyal echoes this shift, adding, “With disposable incomes tightening and consumer priorities evolving, brands need to connect with a younger, broader audience. Today’s digital-savvy generation seeks craftsmanship and practicality while staying in sync with the cultural zeitgeist of an ever-changing world.”

Balenciaga, once known for its sculptural couture, is now synonymous with oversized hoodies and distressed sneakers. Valentino, traditionally tied to red-carpet glamour, has shifted towards sharp tailoring and statement outerwear. Even Gucci and Prada, despite their heritage, are embracing a more effortless, everyday approach to luxury. The message is clear—exclusivity alone isn’t enough—luxury needs to be lived in.

 

 

This week, when Taylor Swift was spotted at a Kansas City Chiefs game in a Louis Vuitton oversized zip-up jacket and matching beanie, the internet went into overdrive. Fans began dissecting every element of her look, fashion accounts on TikTok rushed to recreate the style, and resale sites saw an immediate spike in demand for the exact pieces. This happens with most outfits she wears. A similar thing happened when Kylie Jenner showed up at Paris Fashion Week in a midriff-baring Chanel tweed jacket and mini skirt. 

“Ready-to-wear has never been more responsive, and let’s face it, the definition of ‘luxury’ has never been more accessible—if the right person wears it, it’s sold out before you even have a chance to add it to your cart,” says Leepakshi Ellawadi, celebrity stylist.

This is exactly why ready-to-wear is dominating the luxury conversation. Couture is still aspirational, but it's the wearable, everyday luxury pieces—those tailored jackets, statement bags, and elevated basics—that are defining modern fashion. The influence of celebrity styling, amplified by social media, has made ready-to-wear the ultimate symbol of luxury.

Lead image credit: Getty Images

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