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A currently accepted or popular style in a given field. Fashion, that is, apparel, accessories, and jewellery, is a huge industry in its own right. Marketing the fashion apparel of a haute couturier—such as Dior, Lagerfeld, or Yves Saint Laurent—is more to promote the brand than to promote the clothes. Usually, the couturier part of the fashion business is unprofitable; the extensions of the brand, for example to perfume or accessories, are where the profits are made.

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