[Media Republic = Star Documentary by Yoon Sang-gil] In December of last year, French fashion designer Pierre Cardin, who founded the world-famous luxury brand 'Pierre Cardin', left us. He died at the age of 98. Fashion people and luxury enthusiasts around the world expressed their condolences over his death. At this time, people said that he was “the best designer in the world”.
It is careful to summarize the trajectory of a person's life in a few sentences. This is especially true if he is a celebrity in a foreign country with a worldwide reputation and has already passed away. Looking at the trajectory of Pierre Cardin's life, the author's vessel is too small to describe his greatness in a short text.
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Nevertheless, the reason he was chosen as the first person in 'Star Documentary' is because of the sincerity of the message contained in his success story. Above all, the idea is that there is a great lesson to be taught to us, who are not fashion-reduced countries, and do not have a single world-class luxury brand.
The fact that he came up with a simple yet powerful concept of a 'system for success' out of countless examples of success and learning he experienced is truly a masterful intuition. He has the power to persuade that “the key to success is really the simple things that are right in front of us.” The keyword that runs through his life is 'luxury'.
The image of 'luxury' that ordinary people in Korea perceive is special. Let's take an example. Amy (39, Korean name: Yoon-ji Lee), a Korean-American, recently arrived in Korea. Perhaps because he liked Korea more than his own country, the United States, he came to Korea and worked as a broadcaster, who was forcibly deported in 2015 for habitual drug use.
The entry ban period has expired and he entered the country. Regarding his entry, the thing that drew the most attention was the luxury bag he heard when he entered the country. As soon as he entered the country, 'Amy's luxury bag' ranked at the top of 'Amy-related search terms'. This luxury bag was a luxury item called the Hermes Birkin bag, which is sold in the late 10 million won range in Korea.
Luxury Hermès is a French fashion brand founded in 1837 by Thierry Hermès. Like Hermès, most of the world's luxury brands use the founder's name as their brand name. Louis Vuitton, France's largest fashion brand, was founded in 1854 by Louis Vuitton, an apprentice to a bag maker.
Christian Dior, one of the affiliates of the Louis Vuitton Group, started right after the end of World War II when Christian Dior founded his own house. The Gucci Group was founded in 1921 by Guccio Gucci in his hometown of Florence.
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Yves Saint Laurent, a brand owned by the Gucci Group, is a luxury brand that began when Yves Saint Laurent from Algeria, who was the head of Diorsa, opened her own house in 1961. Balenciaga was founded by Spanish fashion designer Cristobal Balenciaga.
As such, all global luxury brands started with the name of their founder. The same goes for Pierre Cardin. Cardin opened his own atelier in 1950 and became independent. It was when he was 28 years old. Cardin's history is introduced throughout the Internet encyclopedia, so let's skip it. The reason for this is to pay attention to the difference between him and Pierre Cardin in putting him on the ranks of world-class luxury brands. This is because the message his success story sends to us is important.
Although the world fashion world is divided into the three major markets of Milan, Paris and New York, New York is a latecomer, so Italy and France are generally considered the birthplaces of fashion. Girden was born in Italy. When he was young, he followed his parents to France, where he ended his life. He was born in Italy, the capital of fashion, educated and dreamed in France, and died. So, his life as a fashion man had no choice but to rule. It is for this reason that he is referred to as a 'fatal fashion man'.
Humans cannot escape the influence of the natural environment. The shipbuilding industry is developed in a maritime country, a country with a lot of snow is strong in winter sports, and people in the grasslands ride well, and so on. In the field of art, this influence is even more closely related. So, I go abroad to study art.
Classical music students go to Europe, jazz aficionados go to Cuba, and when the K-pop craze blows, they flock to Korea. They go to India to study meditation, religious people make pilgrimages to holy places, and climbers head to Nepal.
Fashion is no different. From Milan to Paris to New York. Cardin spent his entire life seeing, hearing, learning and doing in the home of fashion. His fashion sense is unparalleled. He has lived his life in an area optimized for being a fashion person.
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The 'Maengmo three thousand jigyo (孟母三遷之敎)' is an old saying that Mencius's mother moved her house three times to educate Mencius. Regardless of whether you are in the East or the West, your living environment is so important in order to succeed as a professional. Whether intentionally or by chance, Cardin's parents played a major role in his early success as a fashionista. It has great implications for Korean fashionistas who have their own leagues in famous department stores and in the Gangnam area of Seoul.
Girden teaches us the value of relationships. He is influenced by his acquaintances who became world-famous until he opened his own atelier. At the age of 24, he met Jean Cocteau, who was also a poet, writer and film director, and designs costumes for his movie 'Beauty and the Beast'. At the age of 25, he met Christian Dior and joined as his designer. Cardin helps Dior usher in the era of 'New Look'.
Director Jean Cocteau and Dior helped Cardin's success as life seniors. All in their early 20s. Compare with us. In our fashion world, it's something we can't even dream of. I only hear the sound of 'passion pay'. This is something our fashion world, who is lazy in discovering and nurturing juniors and students, should imitate. A world-class luxury product can never be born in a climate where employees and juniors are 'as if they were servants of old times'.
It is also worth noting that Cardin's first work was to design a movie costume. There is no fashion field that can comprehensively digest the costumes of various characters at once as much as movie costumes. Movie costume design, where you can meet various costumes according to age, class, gender, indoor and outdoor locations, and time of day, is the best work for a fashion designer to show his skills.
The fact that Cardin's fashion sense was unique early on was greatly supported by the film costume work. The reality of our film costumes is grim. Those who claim to be so-called first-class designers are ignoring the field of movie costumes, which play an absolute role in improving their skills, only dealing with the wealthy in high-end shops.
There is no immutable truth that is always applicable in any era or situation. This is because the moment you believe in the stuffed truth, your individual subjectivity disappears and you just become someone's slave. However, the reason classics are dazzling is that even though many things have changed over the years, they still have the meaning of their names. Cardin's success story proves this.
Amy's luxury Hermes bag costs tens of thousands of won, but Cardin's fashion products are much cheaper than that. The price of a product is not a measure that determines the level of luxury. Cardin's luxury goods have been aiming for a level of popularization that anyone can have. This is Pierre Cardin's marketing strategy that continues to this day. This is also the reason why the public feels warm 'affection' in his products and calls him 'a designer who loved mankind'.
There is a business philosophy that luxury brands take as 'Geum and Jade (金科玉條)'. This is exactly what the American author Mark Twain said about the psychology of consumers. As Mark Twain said, "If you want to make a person want something, you have to make it hard to get." This is directly related to the high price policy of luxury goods.
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But Cardin was different. "My goal is to have my name and my work on the street," Cardin told the press. Cardin had hoped that the clothes he had made could be worn by ordinary people.
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When talking about Pierre Cardin, another brand he founded, Maxim de Paris, cannot be left out. 'Maxim de Paris' starts from the world famous Maxim restaurant in Paris.
Maxim Restaurant, opened in 1893, has left anecdotes by many celebrities and is now Europe's best social club. The current name is 'Maxim de Paris Restaurant'.
This Maxim is a restaurant frequented by world-famous celebrities such as Hemingway, Coco Chanel, Yves Saint Laurent, and Scott Fitzgerald, the author of 'The Great Gatsby'.
Cardin, who originally liked people and had excellent sociability, took over Maxim in 1981, and after that, he picked up various ideas from restaurant management and launched the brand 'Maxim de Paris' in 1983.
'Maxim de Paris' is currently offering other cardin products from chocolate to perfume. This brand is also popular in Korea. In Korea, licensor Park Ji-hoon has a license for 'Maxim de Paris'.
In a telephone interview, CEO Park Ji-hoon recalled Pierre Cardin, saying, “He was easygoing and shared small happiness with us.” Now, while summarizing Pierre Cardin's 'Star Documentary', I think of 'luxury' again.
Cardin of 'Pierre Cardin', Cardin of 'Maxim de Paris', Cardin of the same person but not the same person ; . The only thing that didn't change was his love for life and his love for people. He was also another luxury designer who cared for and designed spaces with know-how from life experiences, not fashion design.
A passage from the late Sogang University professor Jang Young-hee's last work, 'A Miracle that Lives, a Miracle to Survive', who had relied on a wheelchair all his life. -Is there a clearer definition of 'luxury' than this? Pierre Cardin's fashion philosophy, which was faithful to the content rather than the appearance, is no different.
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