The article describes the main creative principles of Paul Poiret,
the French couturier of early twentieth century, which have helped
him provide the high status for his creations in the fi eld of women's
costume, design and decorative art, and which are still widely used
by designers. The author considers the specifi c marketing efforts of
Poiret, which he fi rstly used (compared to his peers) to draw atten-
tion to women's costume designed by him, and then — to expand the
audience of the fashion house and to support the related products.
Keywords: Paul Poiret, women’s costume, marketing, arts and crafts, modernism, design, fashion illustration.
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