Tailoring 2.0: Custom tailoring as a craft and a reflection of individual personality

In an era of mass production and fast fashion, the craft of bespoke tailoring is experiencing a renaissance. It stands not only for excellent craftsmanship, but also for uniqueness and personal elegance. The refined craftsmanship of bespoke tailoring combines time-honored traditions with contemporary standards, conjuring up creations that are not just simple fabrics but embody the essence of their owner's individuality.

Anyone who chooses custom-made clothing is investing their money in a unique piece tailored precisely to their personal body shape. Tailoring takes personal measurements, posture idiosyncrasies, and individual preferences into account to a degree that mass-produced clothing from factories can never achieve.

The renaissance of a traditional craft

Beginnings in the Middle Ages

Tailoring has a rich history dating back to medieval Europe . Hand-made clothing was loose and shapeless at that time. As society became more prosperous, well-to-do citizens began to demand more elegant and sophisticated clothing. Tailor-made clothing was created to fit the body more closely and attractively.

The first tailored garments were for men and emphasized their bodies. Wool or silk garments were cut to fit tightly, emphasizing broad shoulders and a narrow waist.

The number of tailors increased as demand for tailored clothing grew. London's first tailors' guild was established in the 12th century. This guild regulated the tailoring trade, set quality standards, and trained tailors. From this time on, tailors were known for their ability to make attractive, well-fitting clothing. They also created new men's and women's fashions.

Renaissance Extravagance

Renaissance tailoring was noticeably more extravagant. Men wore embroidery, lace, and other embellishments, while women wore elaborate corsets and crinolines.

Tailored clothing also reflected social status. Silk and velvet were worn by lords and the aristocracy, while wool and linen were used by the poorer classes. Tailoring has changed with the style and social standards of each era, from its humble beginnings in medieval Europe to the complex styles of modern streetwear.

The Golden Age

The Golden Age of tailoring dates back to the 1920s and 1930s . Shorter jackets and higher-waisted trousers made men's outfits slimmer. Silk and viscose were introduced during this period, giving suits a sleek, elegant look.

Hollywood's rise in the 1920s and 1930s also influenced men's fashion. Movie stars like Cary Grant and Clark Gable inspired men worldwide to wear tailored suits and tuxedos. Leading actors of the era wore double-breasted suits and peak lapels, influenced by Hollywood.

Italian tailoring dominated fashion after World War II. Italian designers like Giorgio Armani and Ermenegildo Zegna transformed the industry with soft, unlined coats and sumptuous fabrics. Italian style, from the shape of the jackets to the quality of the stitching, is known for its elegance and refinement.

Tailoring today: New momentum through Tailoring 2.0

a remarkable renaissance under the slogan "Tailoring 2.0 " More and more individuals are increasingly realizing the importance of tailor-made clothing made exclusively for them. A tailor-made suit not only fits like a second skin but also exudes a unique charisma and charisma. The precise fit, exquisite craftsmanship, and thoughtful selection of materials transform each item into a lasting companion.

The skilled practice of tailoring requires years of training and practice. From the initial measuring to the selection of materials and numerous fittings, a garment is created in a complex process that relies on time-honored methods. Hand-knitted buttonholes, hand-inserted reinforcements, and tailored shoulder panels are just a few examples of the meticulous craftsmanship that characterizes a custom-made garment.

Hannes Riedl , co-owner of the Graz-based men's outfitter Jeremy's , explains in a podcast of the Austrian Textile Newspaper why the suit is not a thing of the past, why Pitti Uomo continues to be groundbreaking, and how social media is redefining the style of young men.

Appreciation for this craft is growing, especially among people who prioritize quality over quantity and strive for conscious consumption. Custom-made clothing is a sustainable alternative to disposable fashion, as it is designed to last for decades.

What distinguishes tailor-made clothing

Expert advice from masters of their craft

The tailor considers the customer's own style, the customer's professional or social situation and the intended purpose of the garment before making suggestions on fabrics, cuts and colors.

Optimal fit

The meticulous attention to detail and precise measurements used in the creation of each suit set it apart from mass-produced garments. Rest assured, this will ensure your comfort, elegance, and individuality.

Adaptation at every level

The customer's personality is reflected in every part of the garment, from the choice of fabric to the type of buttons and lining, right down to the embroidery.

Personality through individual design

Personalized garments allow you to showcase your personal identity in a truly unique way. You can customize every tiny detail to your own taste: from the choice of fabric to the color of the buttons to the cut of the pockets. This creative freedom in design lends each garment a unique touch.

The importance of a custom-made wardrobe becomes particularly apparent on formal occasions. A custom-made tuxedo for special occasions not only promises a flawless fit, but also the security of wearing a unique piece that reflects your own ideas. The option to customize the backs, sashes, and details to your own taste conjures up a style that is absolutely unique.

In addition, everyday needs are also taken into account in the tailoring process. Practical interior compartments for mobile phones or tablets, robust seams in high-stress areas, or customized cuts for specific movement patterns – all of these features can be incorporated into custom-made garments.

An investment in quality and longevity

A personalized wardrobe is undoubtedly a financial investment , but one that pays off in the long run. The choice of exquisite materials, meticulous craftsmanship, and flawless fitting ensure that custom-made creations retain their structure and excellence for years to come. Unlike mass-produced items that must be replaced after a short time, bespoke garments acquire personality over time.

An additional advantage is the option of customization. If your figure changes over the years, custom-made garments can often be modified – an option not available with mass-produced items.

The connection between tailor and customer is of particular importance in bespoke tailoring.”

A chat not only creates tailor-made outfits, but also establishes lasting bonds of trust. The costume designer explores the preferences, lifestyle, and demands of his clientele and can therefore create fashion that perfectly fits their personal lifestyle.

The art of bespoke tailoring thus embodies an artful craft that has survived for centuries and reflects individual convictions in an increasingly homogenous world.”

Innovations in contemporary tailoring

Despite the fact that tailoring is experiencing a renaissance, this doesn't mean that other aspects will remain unchanged. Over the years, tailoring has evolved, and with it, technology, allowing for greater efficiency without sacrificing the personal touch that has become synonymous with this craft.

3D body scans: measuring the virtual body

3D body scanning techniques make it easier to take measurements in a timely and accurate manner using a 3D model of the customer's body, which in turn reduces the amount of rework and complex adjustments required.

Digital visualization of adaptation

When customers use digital design to virtually try on their suit before it is even produced, they have increased confidence in the color, texture, and finish choices they have made.

Innovations in automation

While there are some phases of the fabric cutting process that are more efficient and reliable thanks to the use of automated precision machinery, many steps in the production and manufacturing process are still performed by hand. This helps preserve the craftsmanship of the process.

Strong growth in women's tailoring

Despite the fact that tailoring has always been associated with men's clothing, the industry has only recently begun to consider the needs of women.

Tailor-made suits for women that are personalized

Due to styles that emphasize feminine curves without compromising professionalism, tailoring for women is becoming increasingly popular, especially in professional settings.

Transgender fashion

Another trend currently gaining momentum is the creation of suits that defy conventional gender stereotypes. Instead, these suits are designed to suit each individual's specific fashion preferences and inclinations.

The role of influencers and celebrities in the media

The dissemination of content about tailoring is another measure that manufacturers, labels, and brands have taken to revitalize the industry. Numerous well-known celebrities and successful entrepreneurs wear tailor-made suits to express their personality and add impact to their appearance.

Under the headline “Tailoring 2.0”, Austrian textile magazine reported on how bespoke tailoring is stirring up the young Gen Z on TikTok: In the ÖTZ podcast, the hosts wondered, among other things, about the unexpected comeback of classic men’s fashion and came across trendy terms such as “Old Money” and “Quiet Luxury” , which are on everyone’s lips in social media (see video contribution above) .

By showcasing their work on social media, contemporary tailors have the opportunity to connect with a younger clientele that places great value on individuality and personalization.