Are you lovin' it?
spring/summer 20 show might just have been the most Vetements thing we’ve ever seen. From the branded condom invitation, through to the show notes which were stamped onto a napkin, to showing in a branch of McDonald’s on the Champs-Elysées,turned the dial up to 11. Even the napkins hinted at what was to come: ‘Kapitalism’, ‘Global Mind Fuck’, and ‘Böse’, which translates from German as ‘angry’.
The clothes, meanwhile, consisted largely of manipulated workwear in the most literal sense — think security guard jackets to McDonald’s manager uniforms — followed by fun-poking takes on familiar company logos, where PlayStation became PayStation, and the Internet Explorer ‘E’ became ecstasy. There were also a number of tongue-in-cheek takes on tourist tat, which included ‘I love Paris… Hilton’, to provide the LOLs.
, this season Demna has outfitted his disaffected youth with a two fingers up to the corporate world, on a site repeatedly targeted during Paris’protests. The activism may have faded from the streets but the anger remains -- and here, the clothes said it all. From the show opening with a red baseball cap embroidered with"For Rent" in white block letters to the closing looks that featured a ‘Nobody, Everybody, Anybody, Somebody’, this was a collection that forced us to think and to look, both at the industry and the wider world. Vetements’ reimagined emblem for the Swiss non-profit World Economic Forum said it best: ‘Global Mind Fuck.’ This was a uniform for the sociopolitical shitshow that is 2019.
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