Anti-fashion Fashion

Vetements’ yellow dress, from their SS2016 collection, is an ode to the delicate floral prints found on the designers’ grandmother’s aprons. RiRi wore it in Sweden, I wore it in Toronto.

True Confession: I am entirely enamoured with design label Vetements. Somewhat like a sugar craving, the more I deny it the more I need it. The anti-fashion stance the Gvasalia brothers have taken at Vetements has resulted in me squandering endless hours on the net stalking certain dresses, blouses and boots.

Vetements SS2017            Photo: Indigital

Vetements isn’t for everyone. Maybe the reason I love it so much is it’s grit. It’s as if the collective is literally giving the traditional temperamental, pouty world of fashion the proverbial finger. Vetements is less glossy magazine escapism and more cool kids yearbook. And if you have just returned from that biosphere you’ve been living in for the past two years…here’s a cheat sheet on the brand.


.Vetements is a “design democracy”. Translation: six buddies think it through as opposed to a dictatorship like Alessandro Michele over at Gucci.

.Demna Gvasalia and his brother Guram started the line, but Demna is the “face” of the brand. The other designers were supposed to remain anonymous but then Lotta Volkova started giving interviews. Everyone in the collective has designed for Maison Martin Margiela at one point in time.


Another look from Vetements SS2017     Photo: Indigital

.the label launched in 2014 with the design philosophy that they were making clothes for cool individuals who have their own style.

.they have been known to cast themselves in their shows or alternatively, cast their models from Instagram. Karlie Kloss need not apply – to be kind we’ll say they gravitate to non-traditional beauties.

.forced ugliness. If there’s on catch phrase to banter about backstage at the Vetements show this is it. If it’s mainstream or not reactionary, it’s not Vetements.

To be fair, I also love drop crotch pants and platform sandals with socks.


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