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Not your average McDonald’s runway
Vetements spring 2020 Ready to Wear
When we are looking at the photos of this runway just one obvious question arises: are we really looking at a luxurious fashion runway in Paris? Vetements’ latest show saw models stalking the restaurant, can we call McDonald’s a restaurant?, aisles in between seated guests, as oversized reinterpretations of security guard uniforms.
The purpose of its vegetarian designer, Demma Gvasalia, was to continue his cynical observation of capitalist society by flipping well-known international logos, just some examples like Heineken and Bose, into cheeky branded graphics.
The provocative designer not only teased his public with the outfits, the unusual castings of models and the rare location, but also with the invitation to the runway that were branded condom invites.
The purpose of its vegetarian designer, Demma Gvasalia, was to continue his cynical observation of capitalist society by flipping well-known international logos, just some examples like Heineken and Bose, into cheeky branded graphics.
The provocative designer not only teased his public with the outfits, the unusual castings of models and the rare location, but also with the invitation to the runway that were branded condom invites.
Repeating many of the fashion designer’s past ideas, the show, that we must not forget was taking place on the Champs-Èlysées gilet jaune’s fortress during their riots, opened with a old, not good looking, guy dressed in a navy riot squad uniform with enormous shoulder pads, thick protective boots and shin guards, looking threatening to the guests.
The collection then changes to a style that is more in alignment with Vetements’ philosophy, with giant leather coats, motorcycling-inspired gear, Demma Gvasalia’s fetish element that we can see in protective hybrid leather boot pants with color-blocked protective padding and also with thigh-length shirts.
Another peculiarity of the brand is the reworked denim pants, here patchworked and resized in flared shapes and last, but absolutely not the least, the infamous slogan hoodies, one marked with ‘nobody, everybody, anybody, somebody’.
The collection then changes to a style that is more in alignment with Vetements’ philosophy, with giant leather coats, motorcycling-inspired gear, Demma Gvasalia’s fetish element that we can see in protective hybrid leather boot pants with color-blocked protective padding and also with thigh-length shirts.
Another peculiarity of the brand is the reworked denim pants, here patchworked and resized in flared shapes and last, but absolutely not the least, the infamous slogan hoodies, one marked with ‘nobody, everybody, anybody, somebody’.
Had the designer pointed out his purpose in a clear way?
I think we can say that he did, the runway was visually compelling, at times even spooky, but it is sure that nobody will forget about this runway in years.
I think we can say that he did, the runway was visually compelling, at times even spooky, but it is sure that nobody will forget about this runway in years.