100% Vetements. Vetements AW20

The autumn-winter 2020 collection by Vetements, the first since Demna Gvasalia’s departure, is 100% Vetements. “We want to strip down the bullshit of the industry,” summed up Guram Gvasalia, the brand’s co-founder. “Somehow in fashion the spotlight went away from the clothes,” he remarked, “and for me this is why people like Margiela are so iconic because he never appeared and it was always about the clothes.” So, flashlights were sent as invites, and an announcement was made at the beginning of the show that the audience should turn on their phone torches to be able to see it. Design-wise, the line-up was all about Vetements classics – over-sized duvet-jackets, heavy metal-inspired prints, hoodies and t-shirts with ironic signs, trench coats, leathers – with a bigger focus on tailoring. But what really struck (and confused) the audience was the model casting. The lookalike Kate Moss, Snoop Dog, Angelina Jolie, Sharon Stone and Naomi Campbell were all a surprise. “I would have loved to have the real Naomi,” Guram shrugged. “But as a young company I am afraid we cannot afford it.” The game of real or fake has always been part of the  brand. Love it or hate it, but Vetements still knows how to catch the attention.

Collage by Edward Kanarecki.