Spotlight on Style and Influence: A Look at Histories and Campaigns Shaping Legacies of Haute Couture and Luxury Ready-to-Wear Houses

This chapter examines the personae, legacies, heritage, and innovations of designers in haute couture and luxury ready-to-wear fashion. The selection of designers was made considering the designer’s history, personal story, status, legacy, contributions to fashion, availability of campaign and publicity information, and the availability of information in the English language. Each section provides a historical collection of the designer’s notable campaigns, campaign strategies, and messages. The chapter is a collection of concise mini-chapters that stand at the intersection of traditional chapters and case studies by incorporating a case study approach alongside an original analysis of the advertising and PR strategies of various designers. This chapter will help readers understand brand legacies and how legacies and heritage feed into campaigning, as well as contribute to creating cultural capital about fashion.