VETEMENTS: DISRUPTING THE SYSTEM

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Vetements creative director Demna Gvasalia, and his brother Guram, captivated their audience with a men’s and women’s non-traditional couture show in Galeries Lafayette. The house collaborated with 17 brands to create their Spring 2017 collection – working with some unexpected companies such as Manolo Blank for footwear, Carhartt for casual wear, and Eastlake for backpacks.

The hybrid combination of brands and the show’s commercial location, highlighted the way consumers really shop – wearing multi rather than singular brands – and questioned the singular philosophy of catwalk collections.

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  • Vetements re-invented iconic pieces such as Levi’s jeans, Mackintosh’s trench-coats and the Juicy Couture tracksuit – creating a high/low mash-up of runway and streetwear.

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  • By highlighting the individual brands logos Vetements brought commercial, mass-produced clothing and couture together for a contemporary consumer.

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  • Sure to be a bestseller, sportswear brand Champions’s printed, oversized sweatshirts were given the Vetements twist.

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  • Satin accessories and metallic leather high waisted boots added a luxe edge.

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USP: Vetements are breaking up the established fashion system, collaborating with unexpected brands to reflect the way real consumers dress, as well as questioning the meaning of couture.