Vetements ‘dry-cleaning’ Pop-Up Store

Verment Dry Cleaners Unique Style Platform

Paris-based fashion collective Vetements teamed up with Maxfield LA to launch a pop-up store based on a dry-cleaners. The exclusive ‘Beverly Hills’ capsule collection was available in the temporary space on Melrose Avenue, which featured a window display piled high with old clothing, boxes and plastic bags – which aimed to highlight the huge amount of waste in the fashion industry.

Purchases were limited to one item per customer, as Guram Gvasalia of Vetements wanted to encourage more sustainable shopping habits.

Verment Dry Cleaners Unique Style Platform

Verment Dry Cleaners Unique Style Platform

Verment Dry Cleaners Unique Style Platform

Verment Dry Cleaners Unique Style Platform

USP: The Vetements event was designed to speak directly to consumers and offer a one-of-a-kind experience, while highlighting an important issue regarding waste within fashion.