Vetements in French means “clothes” – but Vetements goes far beyond the meaning of clothes in today’s fashion industry. It exaggerates clothes. It elongates the sleeves, gives volume to cowboy boots and makes floral grandma dresses look provocative, and kind of sexy. Led by Demna Gvasalia and six other anymous designers, who met while working as design team at Maison (Martin) Margiela, Vetements is the new force which makes fashion rules feel even more useless than ever.

AW15 – Even their autumn-winter fashion show wasn’t a typical event where clothes were celebrated in a traditional way. But don’t think it was done in a fussy, Chanel way – oh no. The “creative network” of the brand took their guests to Le Depot, a sleazy sex-club, where everybody felt a mood of anti-fashion. At first sight, you might not really understand the collection – but in reality, it is not that deep in its meaning as you might think. These clothes, even though look pretty grotesque, are wearable. Gvasalia claims “as long as we can make clothes that people want to wear and they find them cool and relevant, that’s my understanding of hype”. Although the styling is complicated and well-considered (or not), separately the clothes are easy. Take the over-sized trench coat. You can wear it with everything – even if you might look like a hobo, you look like a anti-fashion person. But the thing about Vetements is, that you need to feel this anti-fashion thing. And live in it, consciously.

SS16 – For summer, Vetements presented its collection in a tacky Chinese restaurant. But, even though the SS16 mood-board wasn’t focused on China nor on Asia, it reflected the spirit of this place through old-fashioned kitsch. Floral dresses inspired by aprons of Gvasalia’s grandmother, sequined capes, velvet sweatshirts and tunics – and all of that bound up with ultra-long leather belts with Harley-Davidson-style buckles. The eerie soundtrack of the collection perfecly described the new season’s attitude – it began with gentle waltz and then abruptly descended into Mayhem – the Norwegian heavy metal group. The  black hoodies featuring a print based on Leonardo Di Caprio and Kate Winslet in Titanic burst confusion (maybe one of Vetements’ designers loves / hates this film?), however the leather jackets that were constructed to be comfortable when sat on real bikes made much sense. The must-have, best-selling jeans were renewed to be more comfortable and affordable. In other words, the summer version of Vetements  is rather an expansion of the last season’s wardrobe than a new idea. But in reality, it absolutely made the collection feel more desirable, just like the cowboy boots or sock heels.

2016 will be a very special year for Vetements’ leading designer, Demna, as he is going to take Balenciaga under his creative direction! And basically, I can’t wait to see his debut collection in March.