Fashion couture is a luxury. It is a luxury that designer Christian Lacroix describes as a “laboratory of ideas.” This unique idea of luxury and elaborate designs used to take front row for successful couture designers. However, in these hard times of economic recession and financial instability, top designers are struggling to find ways to reinvent themselves and their ideas in a more affordable manner without selling out to licenses.
            With fears of suffering the same fate as Lacroix since his couture house financially collapsed in 2009, designers have found a way to appeal to the masses, thus saving their own design houses by turning a profit. One such couturier is French designer Jean Paul Gaultier who partnered with Target to bring a more affordable version of his style to the public.
            On March 7, 2010, Gaultier, following in the footsteps of Alexander McQueen and Anna Sui, became the third designer to complete a limited edition collection for Target. With more than 30 years of experience under his belt and a style made especially famous by Madonna during her world tours throughout the 1990s, Gaultier succeeded in combining rock ‘n roll punk with 1940s Hollywood glamour in an affordable manner.
            “My collection with Target pays homage to the wide range of personalities that make up the diverse styles of American women,” said Gaultier in a February 2010 press release for Target. “From ingénue to rock ‘n roll, this collection celebrates women of all ages and a host of distinctive, iconic American styles.”
            The collection ranged in price from $17.99 to $199.99, the most expensive item in the form of a brown and red, leather motorcycle jacket. Although not fairing as well in stores, the collection sold out online making a large profit for both Target and Gaultier. Tattoo print swimsuits and leggings sold especially well, selling out online within hours of their release.
            This, along with Target’s other collaborations, has not only allowed couture and ready-to-wear designers to survive but also allowd the financially unstable middle class an affordable chance at owning a luxury brand.
            Gaultier has also been working hard in partnership with Hermes. Earlier this year, Newsweek reported a 20 percent profit jump in three months time for Hermes, something not seen near enough in the world of high fashion.
            Also, in partnership with French interior design firm Roche Bobois, Gaultier will reveal his new furniture collection Oct. 14. With this and hopefully many other collaborations to come, Gaultier may have the business savvy to survive the current economic crisis and keep his couture house alive.