When you think of the renowned fashion houses Dior and Balmain, you probably think of bold, glamorous and ultra-fabulous fashion sights. Well, it’s not that simple. The truth is that the houses of Dior and Balmain have long been associated with decadence and a certain sense of opulence. But you probably wouldn’t know it by looking at the images that have flooded social media in the last few days.

The Dior And Balmain Fashion Houses

If you follow fashion at all, you’ll know that the Dior and Balmain fashion houses have a dark, somewhat mysterious history. The houses were originally owned by the French designer Christian Dior, who began the fashion houses in the ‘70s. In the ‘80s, the company was taken over by the Krizia Group, a French holding company. Since then, the fashion houses have largely maintained their independent identities, with Dior and Balmain continuing to court controversy.

In the ‘90s, designer Robert Pattinson began working for the fashion houses, eventually rising to the position of Chief Creative Officer. It was then that he was credited with “architecture and design” for the first time. While the houses have continued to put out luxurious, well-designed clothes, it was originally for the sake of a controversial and glamorous lifestyle. The houses have often been associated with the decadence that was prevalent in the ‘70s and ‘80s.

The Controversial Rise Of Dior And Balmain

Dior and Balmain may be associated with decadence and a certain sense of opulence, but that was never going to be an easy fit for the fashion houses. Since the ‘70s, designers and consumers alike have become more and more aware of the social responsibility associated with luxury brands. Companies that commit to ethical fashion are becoming highly sought after, and customers are demanding more from their chosen brands. It’s a combination of wanting to support a company that they know is making an effort and also wanting to avoid potentially damaging their own personal relationships with the brands they love.

In the last two years especially, the brand recognition and social media followings of Dior and Balmain have increased, as they have continued to court controversy. This has led to increased sales and brand loyalty. Still, if you look at their designs, you won’t see anything that isn’t luxurious and extravagant. While their clothes may appear to be effortless, each piece was, in fact, engineered to be as stunning as possible.

The ‘Dior And Balmain Fashion’ Generation

It seems that millennials, or Generation Y, as they’re sometimes known, were born in the shadow of the financial crisis and grew up learning about the importance of sustainability and ethical fashion. The fashion-forward generation is particularly influenced by celebrities and social media, as well as outspoken designers who challenge the conventional fashion industry. As a result, the fashion style of millennials has been described as “glamorous activism”.

It’s this generation that has led the way for the resurgence in popularity for Dior and Balmain, as many millennials have taken a liking to the designer houses due to their controversial nature. Still, it’s important to note that although this generation may find it easy to buy into the luxury lifestyle presented by Dior and Balmain, this doesn’t mean that everyone will. Many millennials have learned to question the conventional ways of doing business and demanding change where they see fit. While this may be a glorious way to live, it’s not always easy.

What Does This Mean For Future Of Luxury Brands?

As a result of this increased demand and popularity, it’s clear that luxury brands are listening. Companies such as Burberry, Dior and Balmain have all responded to the demand for change by making substantial, ground-breaking investments in new design studios and taking a more active role in speaking out on social issues. Still, as demand for ethical fashion increases, so does the cost to source and produce high-quality goods. It’s a vicious cycle that’s only going to get worse.

While luxury brands’ increased investment in sustainable fashion is heart-warming and shows that they’re listening, it’s also a fact that they’re ultimately looking for a return on their investment. With limited resources and limited profit margins, companies need to ensure that they’re getting their money’s worth. For this reason, while we might be able to expect a rise in ethical fashion as a result of this increased demand, it’s also going to be harder and harder to find a luxurious bargain. Sustainable fashion is going to grow and grow in popularity, but we’re also going to see a rise in brands that offer “conventional” design.

Overall Trend And Prediction For 2020

Based on what we’ve seen in the last year, we can make a fairly accurate prediction about what’s going to happen in the coming year. Due to increased awareness about ethical fashion and sustainability, as well as the influence of celebrities, social media and outspoken designers, it seems that fashion consumers are going to continue to challenge the establishment. While luxury brands may not be doing this for the sake of doing good, they are, in fact, taking a more active role in making a difference as the demand for ethical fashion increases.

As a result, we can expect to see a rise in celebrity-backed brands, as well as a continued emphasis on individuality and creative expression. Still, with increased restrictions and regulations surrounding social distancing, it seems that luxury brands’ efforts in creating a positive difference may be limited. Regardless, we’re going to continue to see brands make an effort to better the world in some small way through their clothes.