Finding the Extraordinary in the Ordinary
Good fashion designers create garments that flatter, feel good and last a lifetime; great fashion designers can do this while reflecting on the world around them. In the case of Vetements, that world is the fashion industry itself. Since their debut in 2014, Vetements ensured shockwaves of change. Streetwear silhouettes worn by street-cast models presented in the most unlikely of spaces – from a gothic church to a Chinese restaurant – put the Parisian collective on the map as the new rebels to look out for.
The label is known for their deconstruction of everyday garments. For SS17 took it one step further: almost every garment was produced in collaboration with an iconic brand. From Canada Goose to Dr. Martens, passing by Carhartt and Eastpak – Vetements continued their reflection on the function of clothes in our everyday lives, and how they define the identity of their wearers.
It's about finding those silhouettes that could fit right into a Hans Eijkelboom series. The hoodie, the leather boots, the bomber – all the streetwear classics were appropriated and reworked. Thus Vetements continues to flirt with the ordinary, the uniform, down to the borderline tacky (Juicy Couture tracksuits still feel more Paris Hilton than Parisian high fashion).
This isn’t real design. A child could’ve done this.
The artworks in Centre Pompidou – where the summer collection was presented – must’ve heard similar criticism uttered by passing tourists. Stroke of genius or easy marketing trick? That’s up to you to decide.