Is this the biggest fashion collaboration of all time?
If you thought the H&M x Kenzo collab was exciting, wait until you hear what French label Vetements are up to next. The brand, which is designed by a semi-anonymous ‘collective’ of designers led by Demna Gvasalia and his brother Guram, have once again ripped up the rulebook and taken on not just one collaborator for their Spring 2017 collection, but eighteen different brands ranging from Comme des Garçons and Manolo Blahnik, to Reebok and Juicy Couture.
Debuting at Couture Fashion Week next Sunday, will velour joggers worn with bejewelled stilettos by shaven-headed models be gracing the palatial Grand Palaias? We wouldn’t expect anything less from the maverick brand who are thoroughly shaking up the fashion industry:
‘I told Mr. Blahnik, “Well, we’re going to destroy the shoes. Are you okay with that?” And he said, “Well, I love that. Please, please, please, destroy them,’” Gvasalia told The Cut. Mr. Blahnik reportedly confirmed his enthusiasm for the demolition of his classic heels in an email: ‘What they are doing is very clever and new.’
Other classic fashion brands signing up for the Vetements treatment include Eastpak, Canada Goose, Mackintosh, Dr. Martens, Levi’s, Reebok, Church’s, Champion, Schott, Comme des Garçons, and Brioni. Gvasalia confirmed he will be putting his usual twisted spin on tradition: ‘The idea was always to take the iconic, the most recognizable product from their brand, and put it into a Vetements frame, whether in terms of shape or construction.’
So stay tuned on Sunday, July 3, for a show that is set to go down in fashion history.