When in Zürich. Vetements SS18

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Vetements‘ no-show spring-summer 2018 collection was a sensation in its own nature. Instead of a regular fashion show with models (wait – Vetements has never done a ‘regular’ fashion show, if you take a moment to look back at their shocking venue choices…), the designer collective lead by Demna Gvasalia exhibited over 50, real-size photographs in a Parisian warehouse. Photographed and styled surprisingly by Demna himself (no Pierre Ange Carlotti and Lotta Volkova this season…), these were the images of real real people in Zürich. The Swiss capital is the new location of Vetements’ headquarters, so deciding to keep it ‘local’ makes sense. The look-book presents everyone, from elderly women and families to bankers and goth teenagers, striking poses in new-season Vetements.

But is the new-season Vetements really new? If you’ve noticed looks that seem to be a déjà vu from the brand’s previous seasons – like over-sized checked shirts, deconstructed fur coats or a voluminous trench coat – then don’t be surprised. For this season, Gvasalia preferred to contemplate and reconsider, rather than create something absolutely fresh. Some of the pieces were recut and improved from the technical side, while others, like the Vetements signature tea-dress or cult Reebok trainers, went through small alternations (emoji prints, polka dots, surely to become next season’s hits).  From one side, this concept is might be disturbing. Will Vetements stop developing creatively? Well, I doubt it. From the other side, that’s quite relaxing, as the brand suggests buyers and other labels, that its a non-sense to produce two (or more) totally different collections a year. Cherish the classics! Don’t rush for the new pair of shoes, if last year’s platform boots or cigarette-lighter heels will stay in the shops for good. Slowing the pace is right, from time-to-time.

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Collage by Edward Kanarecki.

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