Ella Villines

Senior Project Advisor

Tejvir Sekhon

Document Type

Project

Publication Date

Spring 2025

Keywords

cultural brand strategy, marketing, brand equity, couture, fashion, Paris couture week, fashion marketing, luxury marketing, brand storytelling, haute couture, cultural innovation

Abstract

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.

Department

Finance and Marketing

Type

Text

Rights

Copying of this document in whole or in part is allowable only for scholarly purposes. It is understood, however, that any copying or publication of this document for commercial purposes, or for financial gain, shall not be allowed without the author’s written permission.

Language

English

Format

application/pdf

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