Vêtements’ Knack for Rebranding Luxury
The Vêtements SS25 Fashion Show, entitled ‘Time To Clean Up The Mess’, turned out to be closer to a performance than a conventional catwalk. Held in a semi-abandoned shopping mall in Paris, guests were welcomed by a gigantic pile of colourful unsold clothes, adorned with a red rope, a strong symbol evoking the excesses of modern consumerism. This raw and striking background set the tone for Guram Gvasalia’s new collection, which depicts an idea of the future of fashion, one where this consumerist frenzy finally comes to an end.
This overarching theme is reflected in a series of bold and provocative looks, featuring offbeat collabs and satire nods. For instance, the iconic DHL yellow and red duct tape became a dress worn by Gigi Hadid, while a controversial issue of British newspaper The Sun made an appearance attached to another dress by a paperclip. Logos from pop culture brands such as Monster Energy adorned fluorescent t-shirts and visible price tags were deliberately left popped out from mini-dresses, all criticising the consumerism dictating the fashion industry today.
Despite being compared with Balenciaga, regarding the DHL dress in particular, reminiscent of a look worn by Kim Kardashian at Demna Gvasalia’s Autumn-Winter 22 show, Guram seems determined to pave his own way. With his SS25, the fashion designer invites us all to reappropriate fashion, break conventions and embrace a future where individuality and creativity win over mass consumption.
Photos: Astrid Staes
