Victor & Rolf reconstruct an outfit on their Fall 2010 runway.

LOOKS like Victoria Beckham‘s the only one earning some sort of respect in the fashion world.

International couturiers, including Dolce & Gabbana, Victor & Rolf and Gucci, have waged war on celebrity-endorsed fashion lines, emphasising their expertise in fashion shows and through ad campaigns.

Designers have already expressed their disapproval of collections designed by the likes of Kate Moss, Madonna, or Lindsay Lohan, but now they’re taking a bolder stand on the situation.

Designer Zuhair Murad told RelaxNews earlier this year that “people should stick to what they know.” Hussein Chalayan even called celebrity clothing lines “insulting”.

“Because it’s like saying — and I don’t mean this personally — ‘I can sell more clothes off my name, off my brand, than you can even though you’re a better designer’,” explained Chalayan.

Hence, the trend we’re seeing now: the “real” designers showing off their mastery as part of the Fall 2010 runway shows and campaigns. Dolce & Gabbana ran a video of their designers sketching and sewing at the ateliers as their models strut down the catwalk wearing the final designs, juxtaposed against the celebrity cult in the front rows.

Gucci's atelier features in their latest ad campaign.

A week later, Dutch design duo Victor & Rolf wowed the Paris fashion crowds as they deconstructed and reconstructed outfits from countless layers right on stage.

And the trend is not confined to the runways either: Gucci’s current ad campaign showcases the working process in their ateliers, and has sent out a group of designers and artisans to hop from one Gucci boutique to another to demonstrate to audiences the steps involved in making on of their luxury handbags. Fashion fanatics will be able to look on as moodboards are sketched and materials worked into the final product.

Now how neat is that?

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