Vetement’s: The not so Fascinating Designs
Vetement and the Fashion Industry
I believe that the fashion industry is experiencing a revolution as its presence can be felt across the Atlantic. It is now time to acknowledge that fact that something striking is going on in Paris and within the streets of America, particularly because of the so-called turnaround brought about by Vetement. Vetement is a fashion brand that arrived on the fashion scene in 2014 and rapidly became the most talked about labels across the globe. Their unique sense of taste and attitude has struck a bond with the wardrobes and hearts of numerous street stars, dancers, magazine editors. The company relies on taking clothing that nobody would expect to be desirable and turn them into fashionable clothes (Bielefeldt & Langkjær, 2016). Their popularity lies in the fact that they never make enough clothes to meet demands and their high-fashion goods, therefore instantly sell out.
In a show that Vetement held at the American Cathedral, Demna Gvasalia expressed pride in their designs and the fact that their brand's irreverence was still a force that most people reckoned with in the market. During this show, as one of the primary collaborators led the Gvasalia’s collection down the sacred aisles, the designers argued that clothes seemed to nudge and wink at the crowd. The shape and design of these clothes looked ridiculous but fascinating. Vetement displayed various thigh high socks, disheveled oversized ties, and naughty Catholic school girl uniforms. The shoes teetered unsteadily on car lights while those that wore Vetements boots looked disco-ready, confident and dangerous. They also showed velvet suits and chintzy florals that seemed to evoke stifling interiors, as well as a parka, styled clothes that looked like, were marked "Love" and "Hate,” which summed up the extreme dark mood that went into the designing the collection line (Johnson, 2016). Vetement made an indelible impact on other ambitious designers as they mainly ventured into baggy hoodies and the oversized silhouette. These types of clothes are only popular among the young generations who wish to be unconventional, and I would say not appealing to the older generation due to their queer designs.
Ridiculous Strategies
After four seasons, the company has decided to shrink most of their designs and shake up their profile game. They have, therefore, shortened the sleeves in most designs, sharpened the shoulders or hunched them. They show creativity is designing blazers and coats whose buttons are gathered into the back so as to pinch in waist and belts that are a little high up on the waist. In one year, the Gvasalia brothers and their five collaborators had established a look, which made their company’s name Vetement be used as an adjective in reference to “the Vetements.” Fundamentally, this company’s management thinks that they have created the certain energy of whereby they use internet and Facebook slogans in their clothes such as hoods (Bielefeldt & Langkjær, 2016). Some of them include “UltraSkinny” “Justin4ever” and the most famous being “May the Bridges I Burn Light the Way.” In this regard, it is true to say that most of these slogans are sarcastic and sound like tailor-made words for sneering exes and haters. Amazingly, such types of slogans make their designs popular among the youths. Some of the features that mark their brand today include DHL branded yellow T-shirts, long and sleeved dresses with ruffles which are popularly known as the street-style gold light wash and ripped hem jeans. The favorite pieces for fans such as Rihanna, Jenner, and Gomez include the slightly baggy trousers, matchy-matchy suits as well as branded tracksuits.
Vetement is Overrated
In 2017, the company opened the couture season, which was in collaboration with seventeen established fashion brands such as Reebok, Mackintosh, Hanes, and Levi’s. Primarily, the show is supposed to be a measure of how far the company has come in two years since 2014 and how fast Vetement has appealed many businesses that are now lining up to work with it. During the couture week, Veteran showed companies how to move into the future (Mackinney-Valentin, 2017). However, I believe that Vetement Company is far from being haute couture and its inclusion on the calendar could have been a play by the Chamber Syndicale so as to attract press to the importance of the Couture Week.
References
Bielefeldt Bruun, M., & Langkjær, M. A. (2016). Sportswear: Between fashion, innovation, and sustainability. Retrieved from http://www.tandfonline.com/doi/full/10.1080/17569370.2016.1221931
Johnson, J. (2016). The language of fashion: Communication, conceptual clothing, and the runway performance. Honors College Capstone Experience/Thesis Projects
Mackinney-Valentin, M. (2017). Fashioning identity: Status ambivalence in contemporary fashion. Bloomsbury Publishing.
