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Quasso Insights  ·  Fashion from the Inside The fashion housesthat do not die Dior, Chanel, and Schiaparelli continue to exist without their founders. Who is actually running these houses, why do we keep buying, and why do the best designers choose to work under a foreign name? Quasso Insights  ·  Fashion from the Inside Christian Dior died in 1957. Gabrielle Chanel died in 1971. Elsa Schiaparelli saw her house declared bankrupt in 1954. And yet, in 2026, the three names are more present on the runways, in storefronts, and on social media than they were during the lifetimes of those who invented them. This is not an anomaly, but a deliberately built business model. To understand why it works, we must give up the idea that a fashion house is a designer. A fashion house is a name, a set of visual codes, and an industrial machine. The modern designer is, at best, the one who interprets them. "In a great fashion house, the designer comes and goes. The name remains." I. How a name survives Each of the three houses went through a moment when it could have disappeared. Chanel closed its ateliers in 1939 with the war, and several thousand employees lost their jobs. Coco Chanel did not reopen the house until 1954, at the age of 70, with financial support from the Wertheimer family. Schiaparelli had an even longer road. The house founded in 1927 went bankrupt in 1954, and the name remained practically dormant for decades. It was bought in 2007 by Diego Della Valle, president of the Tod’s group, and the first couture collection returned to the runway in 2013, signed by Christian Lacroix. Since 2017, Schiaparelli has once again been part of the Chambre Syndicale de la Haute Couture. Three trajectories Dior was founded in 1946 with money from industrialist Marcel Boussac and launched the "New Look" in 1947. Chanel continued under the control of the Wertheimer family, shareholders since 1924 through Parfums Chanel. Schiaparelli was revived after more than fifty years by a businessman who saw value in a name the world had forgotten. Sources: Company-Histories (Christian Dior S.A.), The Cecily Group, Wikipedia (Schiaparelli). Notice what they have in common: in all three cases, what was saved was not a designer, but an asset. The name, the archive, the public recognition, and the right to use them. · · · II. Why people buy, even if the designer is gone The short answer is that no one is actually buying "Dior's clothes." People are buying membership in an eighty-year-old story, a sign that others immediately recognize, and the guarantee that the object was made to a standard the house defends. This is where house codes come in. Dior has the Bar jacket, the cannage pattern, and the Saddle bag. Chanel has the tweed jacket, the camellia, and the chain. Schiaparelli has shocking pink and surrealism. These are elements that can be recognized from ten meters away and can be repeated in any product category, from perfume to scarves. A customer doesn't need to know who designed the piece; they need to recognize the house. There is another, less romantic reason: at this level, part of the price pays for the story, and the story does not get cheaper with the founder's death. On the contrary. A departed founder can no longer disappoint, give uninspired interviews, or change direction. The legend becomes stable. · · · III. What is actually behind a house Haute couture, the most visible part of these houses, is usually not where the money is made. The publication Modaes notes that the direct contribution of couture to revenue is limited and rarely detailed in financial reports, while the cost of an independent show has increased from about 70,400 to almost 234,700 euros, with major houses spending millions. What a runway is worth According to the same source, the Autumn-Winter 2025 couture presentations in Paris generated a total media impact of 163.2 million euros, and Schiaparelli led the ranking with 29.5 million. Couture functions as a showcase: it buys the house's place on the media agenda, and the images circulate for months on end. Source: Modaes Global, "Couture’s Hidden Business". Real revenue comes from elsewhere: perfumes, bags, beauty products, jewelry, and ready-to-wear. And this logic is not new. Dior launched its perfume division in 1948, two years after the house was founded, and starting in 1950, it launched a licensing program that put the house's name on dozens of accessories: ties, stockings, furs, hats, gloves, bags, jewelry, lingerie, and scarves. The same mechanism explains why Chanel, in turn, always had a perfume business behind it. Parfums Chanel was established in 1924, and partners Pierre and Paul Wertheimer owned 70% of it, while Gabrielle Chanel had 10%. In 1954, upon their reconciliation, the family offered a cash payment and a 2% royalty on global perfume sales. Who actually owns the houses House Owner Detail Chanel Wertheimer family Private company; shareholder via the Mousse Partners vehicle, created in 1991. Dior LVMH (Bernard Arnault) Arnault took over the Boussac group in 1984; in 2017, LVMH acquired Christian Dior Couture for 6.5 billion euros. Schiaparelli Diego Della Valle Bought in 2007; today it has 10 boutiques worldwide. The difference between them matters. Chanel remained in the family and is preparing to pass to the fourth generation through capital, not operations. Dior became part of a conglomerate. Schiaparelli remains a much smaller house, with a single owner who chose to rebuild slowly. · · · IV. The rules of the hired designer A creative director at a historic house is not a free artist. They are, in the most honest terms, an interpreter. And there are some unwritten rules that anyone who accepts the job agrees to. First: respect the codes. The publication The Fashion Law describes how creative directors at Dior have "reinterpreted the codes through different lenses": Raf Simons brought modern clarity, Maria Grazia Chiuri brought feminist references, and Jonathan Anderson, appointed in June 2025, now leads all categories. Each interpreted the foundation; none abandoned it. Second: deliver at the pace of the house. Raf Simons said he was leaving in 2015 to dedicate himself to other interests, including his own brand. Fashion critics blamed the departure on the "almost inhuman" pace of the current cycle: at a house of Dior's size, it was about six full collections per year. Third: do not become bigger than the name. At Chanel, Karl Lagerfeld led the creative side from 1983 until his death in 2019. Even after three and a half decades, he was known as the man who reinterpreted Chanel, not as "the new Chanel." He was followed by Virginie Viard, then by Matthieu Blazy, announced in December 2024. Creative directors, one after another Dior: after the founder's death in 1957, the house was taken over by young assistant Yves Saint Laurent; later successors include Raf Simons (2012–2015), Maria Grazia Chiuri, and Jonathan Anderson (since 2025). Schiaparelli: Christian Lacroix (2013), Marco Zanini (2013–2014), Bertrand Guyon (2015–2019), and Daniel Roseberry (since 2019). Sources: Wikipedia (Schiaparelli), Company-Histories, The Fashion Law, Fashionista. Roseberry is the clearest example. Arriving at Schiaparelli in 2019, he took over a house with its first ready-to-wear line launched only in 2018 and brought it to the runway in 2023, with its style remaining tied to Elsa, not him. · · · V. Why they don't start their own house This is the most interesting question, and partly, the answer lies in the math. A fashion house at this level doesn't just mean creativity. It means couture ateliers, production, global distribution, stores on the most expensive streets, and, above all, decades of recognition. A talented designer can have all the ideas in the world and yet still be unable to buy an eighty-year-old name. A creative director receives, in one single move, everything it would take a lifetime to build: budget, teams, ateliers, clients, and global visibility. In exchange, they agree to work within the limits of a name and to leave, at some point, without it. It is, however, a choice with a price. Simons, for example, clearly stated that he left for his own brand as well. And some designers maintain their own line in parallel. The answer is therefore not "either the house or your own brand," but a constant negotiation between freedom and means. In short, why the model works ◆The house is an asset: name, codes, and archive, not a person. ◆Couture is the showcase; the money comes from perfume, accessories, and ready-to-wear. ◆The creative director interprets the codes, they do not replace them. ◆The designer receives means that their own brand wouldn't give them. ◆The customer buys membership in a story, not one person's signature. "A founder dies only once. A good house learns not to depend on them." Quasso Insights  ·  Fashion from the Inside

Quasso Insights  ·  Brands to Watch Three shops withinteresting stories A former eBay vintage seller, a Danish journalist in love with letters, and a Parisian model who created a brand based on friendship. Three completely different roads to the same result: brands people actually love. Quasso Insights  ·  Brands to Watch Behind every truly memorable brand there is almost always a story that has nothing to do with a marketing strategy. The three shops below have exactly that in common — they started from a personal passion, not a business plan. I chose them because they illustrate three different philosophies on what it means to build a fashion brand today: curatorial nostalgia, an obsession with a single graphic detail, and friendship as a business model. "The best brands don't sell clothes. They sell a version of the life you'd like to live." I. Sézane — from vintage seller to the first French online-only brand The story begins in 2004, with a young woman named Morgane Sézalory, who sold vintage clothes found in flea markets and second-hand shops in London on eBay. The success was almost instantaneous — pieces sold out in minutes — and an unexpected problem arose: demand far exceeded what she could find, piece by piece, in the markets. Brand portrait In 2013, Sézalory launched Sézane — becoming, according to industry publications, the first online-only fashion brand in France. The business model was based on limited monthly collections, a direct-to-consumer approach, without traditional middlemen. Today the brand is B Corp certified and has opened physical stores in Paris, New York, and London, plus a retail partnership with Nordstrom in the US. The Sézane aesthetic — flowers, feminine silhouettes, a bohemian yet polished air — has become so recognizable that the "Sézane genre" has started to describe an entire Parisian lifestyle, not just a clothing collection. · · · II. Design Letters — a brand built around a single alphabet Unlike Sézane, the story of Design Letters doesn't start with fashion, but with words. The founder, Mette Thomsen, was a copywriter and journalist at a Danish interior design magazine — not a designer by trade — when she decided to turn her passion for letters and typography into her own brand in 2009. Brand portrait The entire brand is built around a single graphic source: an alphabet hand-drawn in 1937 by the legendary Danish architect Arne Jacobsen, created originally for the signage of the Aarhus City Hall. Design Letters started with decorative wooden letters, and from 2011 expanded the collection to porcelain, textiles, and personalized jewelry — including an unexpected family detail: the mugs with Jacobsen's letters were, at one point, redesigned by his very own grandson, Tobias Jacobsen. It's a brand built on a single idea, taken to the extreme: the letter as a design object, wearable, customizable, and simple enough to work just as well on a coffee mug as on a necklace. · · · III. Rouje — a brand born of friendship, not strategy Jeanne Damas started as a model at 17 and designed collections for other brands — including Sézane — before launching her own brand, Rouje, in 2016. Brand portrait Damas describes the birth of the brand as being linked first and foremost to friendship — collections are thought up together with a close circle of friends, not through a classic design process. The brand's stated philosophy: in a woman wearing Rouje, "you notice the woman first, then her clothes" — a deliberate reversal of the usual way fashion demands attention. Since 2016, the brand has supported women's rights organizations, and in 2021 Damas became an ambassador for La Maison des Femmes in Saint-Denis. In 2019, Rouje opened its first physical store on Rue Bachaumont, in Paris. Rouje collections — vintage-print dresses, high-waisted jeans, understated shirts — are produced largely in the Mediterranean basin, and the brand has remained, for the most part, financed and controlled by the founder, a deliberate choice to keep its direction and identity intact as it grew. Three philosophies, in brief ◆Sézane — vintage nostalgia transformed into France's first online fashion brand. ◆Design Letters — an obsession for a single alphabet, carried onto porcelain, textiles, and jewelry. ◆Rouje — friendship as a business model and the woman before the clothing. "Three founders, three countries, three completely different reasons for starting. The only thing they have in common is that none of them started with market research." Quasso Insights  ·  Brands to Watch