The Cult of Cool: How VETEMENTS made mainstream fashion
Demna Gvasalia is pushing back against industry expectations. For Spring/Summer 2017 the designer didn’t just crack the door and offer a glimpse into a world often reserved exclusively for fashion’s elite, he threw it wide open and invited everyone in… Juicy Couture, Champion, Eastpack included. Playing off the strengths of each of the brands, the designer’s objective was clear: to take normal everyday garments and morph them into something unmistakably VETEMENTS. Something that is both familiar and fresh, that would appeal to the masses while still capturing the attention of the extremely fashion-oriented.
All eyes on the fashion wunderkind and Antwerp alum, Demna Gvasalia.
VETEMENTS studies, dissects, and redefines the essence of fashion by creating garments that are meant to be worn. The label avoids current trends and tendencies and focuses on giving the wearer the freedom to form their own visual voice. The pieces don’t tell a story, they offer a new wardrobe that is easy to mix with old and new, promoting personal style above a fashion uniform. Inspired by the masculine wardrobe with tailoring as a focal point, the core of the brand lies in the research between attitude, clothes, and the body of the wearer.
Models: Haavard Kleppe @ILOVE and Stella Daskalakis @IMG
Hair & Make-up: Giulia Cresci
