From the very first instance of man spinning material into garments, customised fashion has existed.
This practice of made to measure design has been around since antiquity, but thanks to our favourite Parisian couturières, it’s obviously become a refined art that is now positioned as the ultimate form of luxury.
But in our recent precarious times, the need for customised pieces has decreased with the accelerated production of prêt-à-porter (see: ready to wear) and off-the-runway pieces more prevalent and pertinent than ever.
Yet, the desire for exclusive pieces and limited-edition covetable items still remains, with the increase of one-off designer collaborations, highly curated drops and hard-to-source archival pieces becoming the new frontier of luxury design.
In a world where having a head-to-toe haute couture wardrobe is unattainable, but shopping off-the-rack for your next purchase is too low brow, customisable fashion has become the next iteration of prestige fashion.
It’s something that designers are becoming more accommodating for than ever before, with our favourite European maisons offering customisable creations at an expedited rate.
Even in the local boutiques of the likes of Dior and Gucci, designers are proverbially handing over the design pad to their customer, allowing them to embroider or accent a bag or piece of clothing to their heart’s content.
Luxury fashion has always possessed an element of exclusivity because of its price point, but with these customisation services, high fashion pieces are becoming even more covetable and collectable.
And there is no one doing this better on a mass scale than Italian label Golden Goose.
With the brand’s ethos rooted in rebellion, freedom of self-expression and the innate beauty that can be found in imperfection, the brand recently brought their co-creation design experience to a slew of Australian stores.
This permanent in-store activation provides consumers with a seamless way to customise their favourite pair of kicks or ready-to-wear pieces with an artisan-led approach to personalisation.
This isn’t just doodling on a pair of white low-tops and calling it a day, this process is allowing you to mint your own future heirlooms with thoughtful additions that ring true to who you are.
I tried this service first hand at the brand’s Sydney Westfield boutique, working with an artist to first select a pair of shoes that felt right for my style before working with them to adorn and alter the sneakers to something that was inherently ‘me’.
![Tossing up between the [Mid Star](https://www.goldengoose.com/au/en/mid-star-in-nappa-with-a-glossy-white-leather-star-and-flash-cod-GWF00122.F003373.10318.html|target="_blank"|rel="nofollow") and [Super Star](https://www.goldengoose.com/au/en/women%E2%80%99s-super-star-sneakers-in-silver-leather-cod-GWF00101.F000312.60246.html|target="_blank") wasn't the hardest decision I made during my personalisation service...](https://www.wazupnaija.com/wp-content/uploads/2023/03/how-customisable-fashion-became-the-new-form-of-luxury-elle-australia-1.jpg)
If the idea of irreversibly changing the aesthetic of a piece of luxury fashion is daunting to you, it’s because it should be. Even if you’re not an indecisive queen like I am.
But there’s something so intrinsically anarchist (in the most conventional way possible) about throwing caution to the wind and just inking the luxe Italian nappa leather.
As consumers, our input is typically the last consideration when creating collections.
But here, Golden Goose is giving you a blank canvas to decorate or design something however you choose fit. In my case, it was drawing my childhood nickname (Babycakes, in case you were wondering) in graffiti style writing in the back of the shoes, and adding a quote from my favourite artist, Tracey Emin.
But a part of the appeal is knowing that there is no other pair like that out there in the world. These days, a lot of fashion can feel so prescriptive, especially when the current mode of dressing is encouraging us to adhere to a specific aesthetic, core or sleaze.
And while the concept of upcycling or reworking something is not new by any means, it’s validating to know that our favourite luxury boutiques are providing a framework for us to actually feed our thoughts into the design process.
“In a world where everything can be bought everywhere, the appeal of creating a unique and personalised piece with Golden Goose is not just about owning a luxury product, but about co-creating a piece that reflects the customer’s personality and values,” explained a representative for Golden Goose.
Even commercially, this customisation process has proven to be a success in regards to building a loyal customer base.
“Many returning buyers are drawn to the opportunity to create a new and unique design for their Golden Goose’s products while first-timers are often intrigued by the idea of personalising theirs,” the brand told me. It feels like fashion fanatics want to be heard by brands, and not just seen decked out in their creations.
But beyond the short-term validation you receive from customising your own one-of-a-kind designer piece, these one-of-one luxury items are also reaping dividends on the fashion resale market.
“Customization does indeed add an element of exclusivity and personalization to the piece and really allows a deeper connection with the item for the owner,” explains a spokesperson for cult-favourite resale platform Vestiaire Collective.
“Particularly, luxury pieces represent a higher investment and are meant to be used and loved over a longer period of time which allows for a more personal relationship with the piece.”
The brand say this desire in exclusive fashion drops best with the launch of rare editions of Paco Rabanne’s 1969 bag on the platform, and in how exclusive collaborations (which the likes of Louis Vuitton have become synonymous with) provide fashion addicts with a “the thrill of owning a unique and rare piece”.
Of course, when customisation is so inherently sentimental, the idea of reselling something adorned with your initials can deter potential future buyers.
“Customization in itself entails a level of personalization and personal taste, hence the potential buyer would need to resonate with the customization done on the piece,” Vestiere Collective explains.
“A potential exception to this could be when a celebrity or influential profile, or with trendy limited editions, is the owner of the item. In this case, the customization provides an additional layer of collectability and covetability to owning the piece.”
But operating in a society where social capital is so rooted in exclusive pursuits, the idea of rebelling against convention by creating something yourself seems to be the most valuable piece of fashion there is.
Regardless of whether it’s on the market or in your wardrobe, something that is unique to you will always be worth the most.
