readytowear

Ready-to-wear, often abbreviated as RTW, is apparel manufactured in standard sizes and sold through retail channels for immediate wear, rather than bespoke or tailored to a single customer. It is synonymous with prêt-à-porter in French and contrasts with haute couture or made-to-measure garments.

Historical notes: The concept emerged as fashion houses began offering standardized lines alongside custom work in the early 20th century. The postwar period saw a rapid expansion of department stores, mass production, and seasonal lines, helping ready-to-wear become the dominant channel for most consumers. Designers such as Coco Chanel and later Christian Dior helped popularize wearable, stylish garments produced for a broad audience.

Characteristics and industry: RTW lines are designed by fashion houses or brands and produced in standard sizes using graded patterns. They are distributed through boutiques, department stores, and increasingly online retailers, with seasonal collections such as Spring/Summer and Fall/Winter. Prices vary widely, from luxury RTW to mid-market and fast-fashion tiers. The RTW market sits between haute couture and made-to-measure, and while it enables broader accessibility, it also raises sustainability considerations related to mass production and supply chains.