Vetements To End participation in Fashion Shows

by Sid Feddema

It seems Vetements designer Demna Gvasalia has once again torched the sacred relics of fashion, this time canceling their SS18 show just over a month before the start of Paris fashion week. 

Since the debut of Vetements in 2014, the radically insouciant label has never failed to create a frenzy. Most notably, Gvasalia's team collaborated with seventeen brands to rework staple clothing pieces across the spectrum of low to high end (everything from Hanes t-shirts and Champion hoodies to Manolo Blahnik heels) in a subversion of the hierarchies of traditional fashion and the notion of originality. 

Now, Gvasalia says he wants to focus his creativity on a “more analytical” approach, “which is more based on really observing the way we dress, what we wear, and why we wear it.” Ditching the tradition of a fashion show is indicative of Gvasalia’s focus on clothing rather than fashion, a notion reiterated by another rule breaker -- Gucci's creative director Alessandro Michele, who has recently been credited for breathing new life into the Italian fashion empire. 

“Most of the looks are not even produced and therefore never get to the shop floor. Shows are there merely to sell a dream that at the end of the day will sell a perfume or a wallet in a duty-free store,” says Vetements CEO Guram Gvasalia. 

This begs the question, what will Vetements do next?


Written by Chanel Peykar
Photo of Vetements coat, hoodie, pants, and shoes by Louis Canadas