With Attire as a language metaphor, the action of the seminal designers who have each in their time shifted the game of fashion design, and created a new set of sartorial words in the bargain becomes important to look at.
Arguably the first name on the list would be Rose Bertin, who became the "Minister of Fashion" to Marie Antoinette, and in so doing began to change how the dialog between makers of clothes and the customer worked. Often she would present the Queen with her creations completed, where before it was an entirely collaborative experience.
At the same time, Chanel emerged from nowhere, focusing the laser of her design gaze on every frippery and furbelow, blasting them away and leaving the clean lines of modernity that are with us today. She used fabrics that had been heretofore unthinkable for women's clothing, like wool jersey, and made them not only interesting but chic. Her perfume, Number 5, and the masses of costume jewelry she championed, and had designed for her house, added yet another way for women less financially fortunate to get a piece, at least, of the couture experience.
Elsa Schiaparelli brought both surrealism, and a ready, sly wit to clothing. No one before her had allowed serious clothes to also be playful, and cheeky; but she did, and changed how women thought about dressing, forever. Though her house's clothes were never known for the perfection of the workmanship, the sense of fun was palpable, and delicious.