The expression ready-to-wear belongs to the French language, although it is also used in our language to refer to the clothing mass produced and ready to go. This means that ready-to-wear garments they are not personalized or exclusive.
Also linked to the English phrase ready to wear, the notion of ready-to-wear is attributed to Pierre Cardin. It began to be used in 1950 with the intention of favoring a democratization of access to fashion.
The keys to ready-to-wear are the use of inexpensive materials (at least compared to those used in haute couture) and manufacturing industrial. Ready-to-wear creators work with standardized sizes.
In ready-to-wear, in short, designs are not unique. Multiple garments are produced and the same Models They are offered in different sizes or sizes, since they are created in a massive way. Thanks to these characteristics, those who do not belong to the upper class of society can also buy and wear these products, since they do not need to go to a dressmaker.
It is interesting to note that, in the years ‘fifty, many designers opposed the development of ready-to-wear. The referents of the haute couture (haute couture) defended the job handcrafted and personalized garments created to order, exactly the opposite of what is postulated by ready-to-wear.
Ready-to-wear collections make it possible for women to persons they can get new designs and garments in tune with the latest trends in many stores. Thus, the objective of bringing fashion to a greater number of sectors is fulfilled, without depending only on the wealthiest.
Pierre Cardin is a designer born in Italy in 1922, despite the fact that his stage name is French and he has become internationally famous for creating ready-to-wear fashion. We must place ourselves in the context of post-war Europe to understand that only a few could afford to luxury of buying tailored garments and that haute couture was becoming less and less important.
It was then that Cardin created this system that consisted of making clothes more practical and accessible for almost all consumers. It should be noted that this model, which was a revolution almost a century ago, is the most common today: we go to a store, either for economic convenience or by affinity with its trends, and buy a unit of a garment that is mass-produced, for hundreds and thousands of people to enjoy.
When ready-to-wear emerged, its distribution took place in the boutiques, which are equivalent to current department stores or shopping centers. It is curious to think that the vision that high society had at that time of those who were forced to acquire these mass-produced products has not changed so much over time, although among current ready-to-wear consumers there are also people with high purchasing power.
Today, buying clothes made to measure by a dressmaker is still something of the wealthiest consumers, but among those who consume ready-to-wear there are also customers whose pockets are very baggy. The nuance that remains to be applied to this equation to understand the differences between the present and the mid-twentieth century is the great diversity of trademarks, ranging from the most accessible (with stores that really resemble department stores) to the exclusive (where the price of a shirt can be equal to that of several sets of one of the above).
The competence It has always been a key element in the success of almost any commercial endeavor, and in the case of ready-to-wear products it also happened: although once it was presented in the market it did not have a good acceptance, this improved as Big names were joining, such as Chanel and Yves Saint Laurent.