Paris fashion has not seen an anti-establishment brand in years, perhaps decades even. Paris Fashion Week is typically dominated by major fashion institutions such as: Dior, Chanel, and Louis Vuitton. So when the design collective Vetements (meaning clothes in French), lead by Demna Gvasalia, began garnering attention it was a shock to the system.
Vetements spirit is very D-I-Y (like a modern day Marigela), which is an antithesis to the current fashion system- a system built on the notion of “more, more, more” and what will be most profitable. Vetements has their own world, their own culture and either you get it or you don’t. It’s entirely up to you and they don’t care.
With their T-shirts, hoodies, and reconstructed jeans Vetements is a real F you to the industry. If Paris fashion is known for its opulence, then Vetements is not. Vetements isn’t about glamour or lavish clothes. It’s about real clothes that people would want to wear that have a life beyond the runway. “The most important ingredient for us is the reality, what our women wears to feel good,” Gvasalia told Business of Fashion.
Parisian fashion has historically been about exquisite and detailed designs. So, for a collective to break away from that is really exciting in itself. Currently, many industry people seem to be cheerleaders for Vetements, however, that is not the point. The point is that the brand is gaining traction and strong opinions on it.
Who knows how long the hype surrounding Vetements will last, or what type of impact it will have on the system, so for right now lets just sit back and watch and see what happens next.