Paul Poiret had been designing clothes, in Paris, France, for nearly a decade before he founded his own House in 1903.
However, the very conservative upper class Edwardian women rejected his style at first. His ideas became more infamous than famous, before gradually creeping into acceptability.
By 1908, a Poiret Haute Couture garment was the height of fashion. He had introduced the highly popular tube sheath (or Directoire) dress!
When most people today think of an Edwardian lady's attire, they are probably picturing something by Poiret. His fashions were very popular amongst the female first class passengers on Titanic for a start.
He redefined what it meant to have a beautiful female form. His vision threw out the harmful S-shaped Health Corset and placed the emphasis on 'straight'. Bottom, hips, stomach, torso and bust should all be in alignment, straight up and down.
The tailoring contributed to this effect. High waist-bands, in the Empire fashions of the early 19th century, made a comeback a century on. They fitted either under the bust or across the mid-riff, rather than actually on the waist.
Some dresses had no waist-band at all. This was a radical departure from the past, as Victorian fashions had been all about the waspish waist. But they had also pushed the hips and bust into the forefront.
Poiret advocated a more tomboyish look, to reflect the greater freedom of spirit of his female customers.
There were still corsets underneath, though the slimmer ladies could get away with not wearing them. In reality, we didn't lose corsets entirely until the 1930s.