By  on June 18, 2007

MILAN — Traditionally the word couture brings to mind chic socialites who recognize the impeccable cut and flou of a one-of-a-kind designer gown. But now that term is gaining widespread currency in men’s fashion.

Tailored clothing labels introduced in recent seasons include Zegna Napoli Couture, Gianni Versace Couture and Ozwald Boateng Bespoke Couture. Valentino dubbed his fall ’07 show “Couture for Tomorrow’s Man.” In interviews, designers from Hedi Slimane to Giorgio Armani have bandied the “C” word about as they described their luxe, individually tailored brand of men’s wear (though Tom Ford recently renounced the use of “couture” in reference to men’s fashion, arguing that it is too inextricably linked with women’s wear).

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