Vetements Takes to the Streets to Showcase Its 2018 Spring/Summer Collection
Returning fashion to a grass roots level.
Vetements made headlines earlier this month when co-founders Demna and Guram Gvasalia made it clear that the brand would be taking a break from doing runway shows for the near future and would be skipping out on Paris Fashion Week. Instead, the brand gave us a first look at its 2018 spring/summer collection by using regular people off the street of Zürich, Switzerland to showcase its clothing. The album shows the “models” attempting to strike poses usually reserved for the runway, something Denma says can be done by just about anyone.
“To pose is to assume a particular stance. Like a runway model strutting to the end of the catwalk, posing with her hands on her hips, and then gracefully walking back,” says Demna.
The collection represents what Vetements does best and is known for across the fashion world, focusing on wearability over anything in order to appeal to a wider audience. The Gvasalia brothers capture the essence of normcore fashion with this collection, with pieces for all ages and genders regardless of the situation. The collection also features a number of pieces made in collaborations with some other well-known brands, with Reebok, Tommy Hilfiger, Umbro, and even shipping company DHL all lending their colors and logos to Vetements.
View the full collection above and let us know what you think.
