This chapter delves into Paris Fashion Week's couture show, emphasizing the craftsmanship and strict rules involved in creating haute couture pieces. It also addresses the post-pandemic challenges faced by the fashion industry, highlighting the struggles of both big brands like Dior and Chanel and young independent designers in a corporatized landscape. The discussion touches on the impacts of corporatization on creativity and unique retail experiences, advocating for a better balance between corporate demands and creative freedom.