The 2010s: Vetements!

Believe it or not – I can’t! – but we’re heading towards a new millenium. So, how do you choose the most important collections, designers and labels of the decade? The ones that made an actual impact in the 2010s? Well, it’s not an easy task. It all began in September 2009 with New York’s spring-summer 2010 shows and ended when the autumn-winter 2019 haute couture shows wrapped in Paris. Few thousands of shows, by the way. There will be 19 posts (that’s really the only possible minimum!) reminding about the best – and if not the best, then strongly influencing – moments in fashion.

The phenomenon of Vetements.

Vetements. It sparks controversy, instant love (or hate), causes confusion and discomfort, makes you question fashion (and laugh at it!), it polarises its viewers… one thing’s sure, Vetements, in its six years of existence, never left a mild, plain impression. While the future of the label is quite unknown – the head of its design collective, Demna Gvasalia, parted ways with label to focus on Balenciaga – the body of work it has left in the latter half of the 2010s still surprises. From the „collaboration” collection (which featured tracksuits made in co-operation with Juicy Couture, tailoring done with Brioni or satin shoes created with Manolo Blahnik) to that one line-up that nodded to the history and the modern day state of Georgia (Gvasalia’s homeland), Vetements always focused on such un-fashion topics like politics or life in general (the autumn-winter 2019 had a word or two regarding our increasingly violent, voyeuristic and isolating society). Other memorable Vetements highlights? The infamous DHL t-shirt. That time when they showed in a sex club or in the cheesiest Chinese restaurant in the entire Paris (speaking of Vetements and food, they showed their SS20 in the most Vetements place ever – McDonald’s). And of course, you just can’t ignore the fact that Vetements changed fashion in the 2010s: over-sized hoodies, trashy looks, cowboys boots, post-Soviet aesthetic, second-wave obsession with Margiela – all that went (super) mainstream thanks to the label’s impact. Will it still affect (and disturb) fashion in the 2020s? Who knows.

Collage by Edward Kanarecki.

American Princess. The Marc Jacobs Pre-Fall 2020

The sister line of Marc Jacobs is (finally) what Miu Miu used to be to Prada in the early 2000s – a more accessible, easy and care-free label that isn’t a license trash. The Marc Jacobs (the name is Marc’s actual Instagram handle) is the modern day Marc by Marc Jacobs, which comparing to its predecessor is presice in style and consistently rotates around some of the biggest Jacobs hits: a denim jacket with Victorian puff sleeves; grunge-y baby doll dresses; fun accessorising. The “American Princess” signs all over the belts and 90s mini-bags look like instant best-sellers, just as the colourful tights that will elevate every look or adorable variations of the prairie dress. The cupcake-boob t-shirts are hilarious in a good way. While today’s sister line fashion landscape  – think See by Chloe, Red Valentino, M Missoni… – rarely spark much interest and in general feel sleepy, The Marc Jacobs isn’t trying to be the main line at a lower price point. Instead, it sells great clothes that complete Marc’s brand.

Collage by Edward Kanarecki.