I really didn't anticipate writing a post about the MTV Video Music Awards because: 1) I didn't know this particular awards show was even still a thing; and 2) I didn't expect any major fashion moments. However, I was wrong, at least in terms of my second point. Some major moments occurred, but let's be clear, I'm using the word "major" in a way that is devoid of any positive connotations that you may associate with it. I am specifically referring to Givenchy couture.
Either I am completely out of touch with the reality of high fashion or Givenchy couture does not belong on (or anywhere near) the MTV VMAs red carpet. The house of Givenchy was founded in 1952 by designer Hubert de Givenchy, and is a legally recognized couture house. (In France, you can only call yourself a haute couture house if you meet the standards established by the Chambre syndicale de la haute couture). Just keep that info in mind.
The role of creative director has been handed off from the founder to John Galliano, Alexander McQueen, Julien Macdonald, and most recently, Riccardo Tisci. The latter is a true fan of streetwear and as a result, has taken the design house in a bit of a different, more wearable direction over the past several years. We were cool with the Rottweiler t-shirts and the star-covered sweaters, and even that PERVERT shirt, but Givenchy couture on the VMAs red carpet (not once but several times now) is pretty mind-blowing.
Givenchy couture feels a bit out of place amongst Katy Perry wearing a grill, Miley Cyrus' bedazzled crop top (which is D&G apparently), Taylor Swift, boy bands, and members of the cast of The Jersey Shore and Mob Wives? I understand Daft Punk's matching Saint Laurent jackets (as the house formerly known as YSL is struggling at the moment) and Lady Gaga's edgy/awesome custom Prabal Gurung dress (because Prabal is young and emerging), but Givenchy couture? At the VMAs? How mainstream of them. When Riccardo Tisci said he would not show a couture collection for the past two seasons, releasing a statement that "Givenchy has been moving toward a more personalized approach to couture," this isn't what I had envisioned.
Now, I know ... Fashion is changing. Luxury design houses are costuming rappers' and singers' tours because its profitable, and I get that. But what happened to luxury? I supposed the Givenchy brand benefits from exposure via the MTV VMAs red carpet. Thoughts?