"We're dealing with sophisticated customers. What's most important to these women is individuality. I have to create things she'll want to wear, no matter who she is"
About this Quote
The insistence that “what’s most important…is individuality” lands as both respect and strategy. Fashion sells belonging, but couture-level fashion sells distinction, and de la Renta is threading that needle. He’s promising a garment that reads as personal rather than imposed, an identity amplifier rather than a designer’s signature stamped across a body. That’s why he shifts from “these women” to “she” - a deliberate narrowing from demographic to individual, turning the customer into a singular protagonist. It’s marketing language with a human pulse.
“I have to create things she’ll want to wear” also contains an unromantic admission: the final vote happens in the closet, not at the atelier. De la Renta, often associated with polished glamour and society dressing, isn’t defending artistry for its own sake; he’s defending wearability as the ultimate compliment. Subtext: the designer’s ego is negotiable, the customer’s self-concept isn’t. His ethos becomes service without servility - the craft of making a woman feel most like herself, even when she’s dressed for everyone else’s gaze.
Quote Details
| Topic | Marketing |
|---|---|
| Source | Help us find the source |
| Cite |
Citation Formats
APA Style (7th ed.)
Renta, Oscar de la. (2026, January 17). We're dealing with sophisticated customers. What's most important to these women is individuality. I have to create things she'll want to wear, no matter who she is. FixQuotes. https://fixquotes.com/quotes/were-dealing-with-sophisticated-customers-whats-80086/
Chicago Style
Renta, Oscar de la. "We're dealing with sophisticated customers. What's most important to these women is individuality. I have to create things she'll want to wear, no matter who she is." FixQuotes. January 17, 2026. https://fixquotes.com/quotes/were-dealing-with-sophisticated-customers-whats-80086/.
MLA Style (9th ed.)
"We're dealing with sophisticated customers. What's most important to these women is individuality. I have to create things she'll want to wear, no matter who she is." FixQuotes, 17 Jan. 2026, https://fixquotes.com/quotes/were-dealing-with-sophisticated-customers-whats-80086/. Accessed 18 Feb. 2026.









