The Jesta Freak Luxury Fashion Brand Pyramid offers a unique perspective on the hierarchy of fashion brands.
This article explores in more detail the tier of Supreme Luxury Fashion brands, which represent the pinnacle of the fashion industry. Known for their exclusivity, exceptional craftsmanship, rich heritage, and high price points, these brands set the standard for luxury and style. We examine the key factors that place these brands at the top of the fashion pyramid.
The Pyramid of Fashion Brands
Source: Jesta Freak
We have identified four brands as part of the supreme luxury fashion brands category that includes the famous fashion houses of Hermes, Christian Dior, Chanel, and Louis Vuitton.
First and foremost, these iconic brands share a prestigious French origin, which adds to their exclusivity. France is renowned as the birthplace of haute couture and luxury fashion, with Paris as the fashion capital of the world. There are a number of key characteristics that these brands have in common:
a) Exclusivity: Limited production runs and exclusive collections.
b) Heritage: Long-standing history and tradition in the fashion industry.
c) Craftsmanship: High-quality materials and exceptional attention to detail.
d) Innovation: Constant innovation in design and fashion trends.
e) High Price Points: Products are priced at a premium due to their exclusivity and craftsmanship.
Chanel, established by Gabrielle “Coco” Chanel in 1910, introduced a revolution in women’s fashion with her innovative designs that emphasized comfort, functionality, and chic simplicity.
After Coco Chanel’s death in 1971, Karl Lagerfeld revitalized the brand as creative director from 1983 until his passing in 2019, infusing contemporary elements while preserving the classic essence of Chanel. Virginie Viard, Lagerfeld’s successor, continues to uphold the brand’s legacy.
Chanel offers a broad range of high-end creations, including ready-to-wear, leather goods, fashion accessories, eyewear, fragrances, makeup, skincare, jewelry, and watches, as well as promotes culture, art, creativity, and savoir-faire throughout the world.
Iconic Chanel products include the Little Black Dress (LBD), the two-toned shoes, Chanel No. 5 perfume, the Chanel Suit, and quilted handbags like the iconic 2.55. The primary colors white and black are strongly associated with the brand.
Chanel is owned by the Wertheimer family, and although original French, the company HQ is based in London, United Kingdom.
Finally, the brand describes itself as:
“Chanel believes in the freedom of creation, cultivates human potential and acts to have a positive impact in the world.”
Hermès began its journey in 1837 with Thierry Hermès initially producing top-tier harnesses and bridles for carriages. Its logo, since the 1950s, is of a Duc carriage with horse. Nowadays, Hermès specializes in leather goods, lifestyle accessories, home furnishings, perfumery, jewelry, watches and ready-to-wear.
The most iconic Hermès products are the Birkin Hermès bag, the Kelley Hermès bag, the Hermès sandals, the Hermès bracelet, and the Hermès scarf. The color orange appearance goes back to 1942, when there was a shortage of cream-coloured cardboard boxes. The supplier resorted to what he had left. It happened to be orange.
The company is family-run, independent and socially responsible, the company is committed to maintaining the majority of its production in France, 54 production and training sites in France, resulting that 76% of Hermès objects are manufactured there, including 100% of leather goods.
The brand is described as:
“Hermès, contemporary artisans since 1837. Since this date, Hermès has remained faithful to its artisanal model and its humanist values.
The freedom to create, the constant quest for beautiful materials, and the transmission of exceptional know-how – which enable the creation of useful, and elegant objects which stand the test of time – forge the uniqueness of Hermès.”
Founded in 1946 by its namesake, Christian Dior or commonly known as Dior, transformed the post-war fashion landscape with its “New Look”, characterized by rounded shoulders, cinched waists, and full skirts.
Over the years, designers like John Galliano, Raf Simons, and Maria Grazia Chiuri have enriched the brand’s legacy with their distinct visions.
Beyond its haute couture offerings, Dior has also made significant contributions in the realm of perfumes and cosmetics, with the brand becoming a representation of luxury femininity. The “Lady Dior” bag, named in tribute to Princess Diana, stands out as a significant icon. Other significant flagship products include the Dior Oblique Tote bag, the Dior Saddle bag, Dior pumps, and Christian Dior earrings.
This French luxury fashion house is controlled and chaired by French businessman Bernard Arnault, who also heads LVMH, the world’s largest luxury group.
The brand is described as:
“Dior reinvents creative audacity with each new season. Ever since the first show on February 12, 1947 the House has continued to assert its passion and engagement in exquisitely designed and crafted collections.”
Louis Vuitton (LV), established in 1854, started its voyage as a luxury luggage manufacturer under the guidance of its founder, Louis Vuitton. Louis Vuitton has expanded its product range to include ready-to-wear clothing, shoes, accessories, watches, jewelry, and perfumes.
The brand has seen a lineage of groundbreaking designers, including the likes of Marc Jacobs, Nicolas Ghesquière, and Virgil Abloh, who have all contributed to the brand’s modern legacy. Pharrell Williams succeeded Virgil Abloh as the head of men’s designs at Louis Vuitton.
The Damier introduced in 1888, translates to “checkerboard” in French, is an iconic design pattern of alternating squares of two colors. The Monogram, introduced in 1896 by Georges Vuitton, the son of the brand’s founder, Louis Vuitton, was created as a tribute to his late father. This distinctive pattern features a combination of floral motifs, quatrefoils, and the interlocking “LV” initials, all arranged in a symmetrical design.
The brand’s signature Monogram and Damier canvas bags are particularly renowned for their resilience and water-resistant properties, making them ideal for daily use and travel. Many Louis Vuitton bags are made of canvas instead of leather due to its durability, lightweight nature, require less maintenance (limited scratches and no regular conditioning). Finally, the coated canvas allows for vibrant, long-lasting prints that are a hallmark of Louis Vuitton’s iconic designs.
The brand is a core part of LVMH (Moët Hennessy Louis Vuitton), the globally leading French multinational luxury goods conglomerate. As a subsidiary of LVMH, Louis Vuitton benefits from extensive resources, a vast distribution network, and strong marketing capabilities.
The Louis Vuitton brand is described by LVMH as:
“Founded at the dawn of the modern travel era, Louis Vuitton is on a perpetual mission to explore new horizons, propelled by an innovative spirit, boundless creativity, and unparalleled savoir-faire.
Today, Louis Vuitton’s legacy is expressed through its rigorous spirit of innovation, the boldness of its creations and an uncompromising demand for excellence.”
In summary, Louis Vuitton, Dior, Chanel, and Hermès exemplify the pinnacle of luxury fashion, deeply rooted in their prestigious French heritage. Their commitment to exceptional craftsmanship, innovative designs, and cultural richness underscores their status as supreme luxury brands. Understanding these elements helps explain why these brands are revered worldwide, standing as paragons of elegance and exclusivity in the fashion industry. If you want to know more about other fashion brands and their ranking read our article about the Fashion Brands Pyramid.
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