In a break from tradition, Vetements—fashion’s current label du jour—brought their SS17 collection directly to its point of sale. Industry insiders and the who’s who of Paris’ fashion scene streamed into Galleries Lafayette with their store directory-cum-invitations for the viewing. More so than the location being out of the ordinary for a show, the presentation predated scheduled SS17 shows by three months, allowing for a longer period of sales.
The collection brought Vetements together with eighteen mainstream labels from the luxury world to the high street. Collaborations included Manolo Blahnik, Dr. Martins, Hanes, Levi’s and Juicy Couture. The show was inspired by suburban American shopping malls, the providence of many of these household names.
Although not typical Haute Couture in the number of hours spent crafting each piece, creative directors Gurum and Demna Gvasalia themed their collection “savoir-faire”, loosely translated to “know-how” in English. The duo took the industry leaders and creators of certain trendy items of clothing and brought them together with their own designs.
While some pieces were ironic (like the show-stopping velour Juicy Couture piece that made its first infamous appearance on Paris Hilton in the early noughties) others brought these brands’ heritages to the forefront in an upcycled fashion. All of the brands showcased experienced their heyday in the recent past. This collection pays homage to the implications each has had on the industry during their respective times.
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