Demna Shoots His SS18 Vetements Collection On Street-Cast Zurich Locals
I like to think that RuPaul’s “Supermodel” was playing whilst Demna Gvasalia photographed his latest Vetements collection, those images taking the place of a runway show which the brand have ditched from now on. Models here were shown a book of “high fashion poses” (umm, want) and asked to do their favourite. What they served us was a humourously accurate depiction of what the public thinks a fashion model does. Work, sashay, shantay etc. And that’s the whole point of Vetements isn’t it? A lot of irony mixed with clothes you can wear, non?
And speaking of clothes – these pieces were recognisable, Demna re-working designs he’d made previously – which meant colourful tea dresses, re-worked denim and logo tees, reworked in new colours and prints (including an emoji-print dress). As Demna said (via Vogue Runway): “I wanted to go back and perfect things we did in former seasons. It’s kind of a best of, I suppose. And I felt quite liberated by that.”
Who needs a show?