The First Fashion Model: Marie Vernet Worth

The Evolution of Fashion Modeling

In our saree stores, we frequently observe salespeople expertly draping the limited options chosen by customers. It's almost unbelievable how precisely they highlight the key design features of the sarees for their clients. Additionally, the speed at which they fold the sarees back into their original packaging is astonishing. This makes many of us ponder whether this practice led to the emergence of an entire profession dedicated to fashion modeling. It appears we are not far from the truth.

The First Fashion Model: Marie Vernet Worth

The first fashion model is widely recognized as Marie Vernet Worth, the wife of French fashion designer Charles Frederick Worth. In 1852, she began her career as a "house model," showcasing her husband's designs to clients. This practice was formalized by Worth in 1853, effectively establishing the profession of fashion modeling.

The blend of fabric knowledge and a passion for beauty inspired this remarkable talent to leave England and settle in Paris, the capital of fashion and art. To streamline the process—and perhaps to address the poor taste of some clients—Frederick Worth initiated a revolution. Previously, clients dictated their desires to the couturier, but now, the couturier proposed designs, and the clients chose. He introduced two groundbreaking concepts: the fashion seasons of fall/winter and spring/summer, and the idea of showcasing creations on a model rather than in catalogs. His wife, Marie Vernet Worth, a former clothing saleswoman, took on this role.

Marie Vernet Worth would step forward to allow customers to envision themselves adorned in the creations passing by. Following her, others would fill this role, initially referred to as look-alikes. The first model agency was established in England in 1928, where Gabrielle Chanel showcased them on her magnificent mirror staircase. French couturier Jean Patou popularized very thin women in fashion. Today, the industry still favors slim models, often enhanced through photo editing. We have strayed far from the original image of Marie Vernet, a brunette of fuller figure, and the true essence of this beautiful profession: wearing and showcasing the genius of human creativity.

Marie Vernet Worth initially modeled clothing for both her husband and her former employer, the silk merchant Gagelin et Opige, prior to her marriage to Charles Frederick Worth. Once the couple founded their fashion house, she became a full-time house model, working 12-hour days and even modeling during her pregnancies. As Worth's business expanded, she trained other women to model his creations, paving the way for more organized fashion shows. Marie Vernet Worth professionalized the practice of using living women to display garments, moving away from earlier methods that relied on mannequins or dolls. Her collaboration with Charles Frederick Worth played a pivotal role in establishing high fashion as we know it today and laid the foundation for the modern fashion industry.

Some part of this feature is taken from an article of Jérôme Monsieur de France. Through his stories, he invites people to discover French culture, its symbols, and the hidden treasures that make France a unique destination.

Jio World Plaza gets latest flagship store of Abu Sandeep

Maximalism may be enjoying a resurgence, but for Abu Jani Sandeep Khosla, it has always been in vogue. Long before the fashion industry embraced embroidery, brilliance, and opulence, this duo was already crafting a universe where “more is more,” executed with unrivaled artistry. Their latest boutique at Jio World Plaza in Mumbai is a seamless extension of that ethos—bold, luxurious, and deeply entrenched in Indian craftsmanship.

Upon entering, it becomes evident that this isn’t merely a store; it’s an immersive experience. A chandelier crafted from sharp glass elements gracefully hovers above a central space adorned with quilted mirrorwork curtains. The walls showcase bespoke Patola patterns embellished with radiant gold leafing. There’s an abundance of light and shine, but there’s also a profound sense of soul.

“We wanted to create a space that evokes joy, excitement, and awe,” the designers share. “Every detail has been drawn from India and her incredible crafts.”

There isn't a single focal point; rather, each corner narrates its own tale. From the hand-painted etched doors to the brass racks designed in the shape of the ‘Aikyam’ logo, which represents the harmony of masculine and feminine energies, every detail contributes to the narrative. This motif reappears on the custom-made, hand-carved door handles as well. If you observe closely, you'll discover how mirrors and lighting are strategically arranged to surprise you, transforming the ambiance of the space as you explore it.

 

“We love layered design. It’s complex, detailed, and meant to unfold slowly,” they say. “There are little surprises everywhere.”

The store might be new, but the energy it carries is decades in the making. “This is all of India, made in India, with all our hearts,” the designers say, adding, “It’s the sum of everything we’ve learnt over the years—brought together in one space.”

In a fun turn of phrase, when asked to describe the store as a movie character, they are clear: “She would be a queen, wearing her finest ensemble, layered with all her most precious jewels.” Fitting, considering how royal the store feels—without trying too hard to impress.

The interiors undoubtedly take center stage, yet the clothing on display is curated with equal precision to enhance the overall space. Signature AJSK embroidery styles—such as Chikankari, Resham, and mirror work—are artfully positioned throughout. You'll discover exquisite items like luxurious shirts and tunics, vibrant multicolored sarong sarees paired with concept blouses, and a striking bridal section featuring a dreamy red lehenga alongside a majestic sherwani. There's also a selection for men, showcasing crushed silks, Ajrakh and Resham Jaali embroidery, along with classic pieces from their ‘Shadow’ and ‘Bakhia’ collections. Enhancing this atmosphere is their new candle collection, inspired by themes of royalty and celebration, which adds another layer of storytelling through delightful scents.

 

What sets this space apart isn’t just how grand it is, but how intentional every element feels. “We want people to walk in and feel the richness of Indian heritage,” they say. “And we want them to walk out feeling proud of it.”

And the future? The duo is keeping that close to the chest—for now. “We’ve set our biggest project in motion,” they hint, “and we’ll be ready to talk about it very soon.”

For the time being, the new store serves as a testament to the fact that when it comes to showcasing Indian craftsmanship in the most captivating manner, no one does it quite like Abu and Sandeep.