Vetements SS20 Took Place Inside McDonald's

The controversial label takes on capitalism.

By
Fashion
102,213 Hypes 56 Comments

Though Demna Gvasalia’s time at Balenciaga has yielded eye-popping revenues for the once-struggling luxury house, little is known about the financial state of his first independent fashion effort, Vetements. Not to say that the label isn’t rich with ideas, however, as Spring/Summer 2020 demonstrated: the presentation was held inside a Parisian McDonald’s, complete with themed outfits.

Teased with branded condom invitations, Vetements’ latest show saw models stalking the restaurant aisles in between seated guests, as oversized reinterpretations of security guard uniforms and manger outfits kicked things off. The collection then transitioned to territory slightly more in line with Vetements’ oeuvre, with enormous leather coats, thigh-length shirts and gargantuan blazers worn by AirPods- and french fry-toting models.

Skin-tight faux-tattoo leggings, duvet coats and baggy, reworked denim all made their way through the restaurant — standout pieces included slogan hoodies that read “NOBODY EVERYBODY ANYBODY SOMEBODY” and featured a referential “PAYSTATION” graphic, followed by an Internet Explorer logo above “ECSTASY.” Underlining the motif were small name tag stickers worn by models, hand-scrawled with “CAPITALISM.” Indeed, this show represents Gvasalia and co. taking on American over-indulgence, complete with sloppy flip-flops, exuberant colors and the plentiful logos. The venue wasn’t just a social media lightning rod (though it certainly will be talked about), but a purposeful choice to drive home the message of cautioning against greed and gluttony, two aspects that sit neatly alongside the fasion industry.

Check out Vetements’ latest runway show above.

https://hypebeast.com/2019/6/vetements-the-pirate-bay-hoodie-release

Elsewhere in Paris, Dries Van Noten hosted a ’70s-themed, flower-rich runway show.

https://hypebeast.com/2019/6/balenciaga-fall-2019-collection-lookbook

View this post on Instagram

VETEMENTS SUMMER 2020 SHOW / TONIGHT 20:30 / PARIS

A post shared by VETEMENTS (@vetements_official) on

View this post on Instagram

@vetements_official ? #vetements #pfw

A post shared by Martina Giovanna Bardot (@martinagiovannabardot) on

View this post on Instagram

#vetements #paris

A post shared by Alberto Zanoletti (@albertozanoletti) on

Read Full Article

Join Our Discussions on Discord

The HYPEBEAST Discord Server is a community where conversations on cultural topics can be taken further.

535 Users Online

What to Read Next

A Look Inside Meguru Yamaguchi's "SHADOW PIECES" Exhibition in NYC
Arts

A Look Inside Meguru Yamaguchi's "SHADOW PIECES" Exhibition in NYC

Sculptural paintings of brushstrokes in unruly forms.

Streetsnaps: Ja Morant
Fashion 

Streetsnaps: Ja Morant

We talked to the presumptive No. 2 NBA Draft Pick about his style, then we tested his sneaker knowledge.

Dries Van Noten SS20 Went Full-On Flower Power
Fashion

Dries Van Noten SS20 Went Full-On Flower Power

Channeling ’70s maximalism.


A Look Inside Jun Cha's "RONIN" Solo Exhibition In Tokyo
Arts

A Look Inside Jun Cha's "RONIN" Solo Exhibition In Tokyo

At Takashi Murakami’s Hidaro Zingaro Gallery.

Anthony Mackie and Frank Grillo Fight Dirty Cops in Netflix's 'Point Blank' Trailer
Entertainment

Anthony Mackie and Frank Grillo Fight Dirty Cops in Netflix's 'Point Blank' Trailer

Marvel Studio’s Falcon and Crossbones are doing a team-up.

ShooterGang Kony & Sada Baby Debut 'Second Hand Smoke' Single "Shoot Front the Reverend"
Music

ShooterGang Kony & Sada Baby Debut 'Second Hand Smoke' Single "Shoot Front the Reverend"

The Cali to Detroit connection continues.

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Help us serve you better

We appreciate your support in allowing HYPEBEAST ads, where we can share contents from the latest fashion, to those culturally relevant. In adding HYPEBEAST to your ad blocker's whitelist, ads on our sites will show while you continue to browse.