Fashion is the colour wheel of the human mind, with multiple shades of personality, each more vibrant than the other. Vetements, as most of you know by now, is the Parisian fashion brand founded by Demna Gvasalia, a rare combination of personality and culture that best exemplifies this notion. It also happens to be the trendiest brand of the moment.
An odd outcome considering most of each brand’s collections seem to feature slogan heavy street wear; a segment of the mainstream retail market that is already commercially successful in its own right. But let us remember that Vetements is a ‘luxury’ brand – its jackets retail for AED 5,800. So, surely there is something more, which potential buyers are investing in?
Turns out there is: rebellion. Yes, a rebellion against sociably acceptable forms of dress, religion, cultural beliefs, politics and sexuality. Vetements is the poster child for it all. But how, and why, is this different to the long list of designers who came before it?
Because what head designer and spokesperson Demna Gvasalia (also the head designer at Balenciaga) has done is capture the heart of the millennial generation through non-conformist clothing that accepts all regardless of age, sex or gender.
With more than 208,713 hashtags on Instagram, Vetement takes something as ordinary as a hoodie and reconstructs it to be a hysteria-inducing item that’s commercially successful, yet luxurious. It is, by very nature, a genius move; it’s anti-fashion fashion. And whether you’re a true rebel or not, it certainly makes for a thought-provoking Instagram shot.
For styling, we suggest opting for simpler pieces such as the pinstripe and plaid shirts or the reworked bombers, which make for style savvy outerwear. However, who can resist donning one of those massive hoodies over the weekend? It’s an expensive notion of nonchalance of course, but one we are sure to get the most wear from. Extended shoulder padding and volume on tops and shirts is best left to the twenty-something men who do it justice.