It’s a sad fact, but despite the word couture being strictly regulated by the Chambre Syndicale de la Haute Couture in France, who must grant a designer membership via certification to be officially called a "couturier," the word get bandied about with the same generic ease as "Kleenex" being used to described any old tissue. Given this trend, it’s little surprise that Gucci is now getting into the "Haute Couture" business.
It’s fitting that Hayek, who is married to the CEO of Gucci’s parent company PPR, would be the first celebrity in one of the custom-made pieces. She also opted for one of the slinky, high-slit Frida Giannini creations for the premiere of Il Gattopardo.
I think it’s wonderful that Gucci is branching out when so many brands are cutting back, but why must they use the word "couture"? Can’t they just stick with the name they’ve given their new label, Gucci Premiere? Logistics aside, the few looks that have hit the red carpet so far have been a hit, with Hayek being hailed by many as one of the best dressed stars at the Cannes Film Festival so far.
The Premiere line is geared specifically towards celebrities, and Giannini remarked that "the Gucci ready-to-wear factories do a great job – they have great tailors, but the craftsmanship and the finishing of everything is very different" with the Premiere line. There will be a bi-annual capsule line that will released, along with gowns created on request. Giannini says she has been very inspired by cinema and the glamour of old Hollywood for her work with the Premiere line – notably the classic film, Breakfast at Tiffany’s.
As of now, Gucci has no plans to follow in the steps of fellow Italian brands Valentino and Armani, and officially seek to be certified as a couture house.