Order Vetements Fashion Trend Essay

Order Vetements Fashion Trend Essay
research a fashion trend and write an essay on it. Choose a fashion trend and explain why it is considered a trend. Discuss reasons that are causing this trend to be popular.
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“We want to strip down the bullshit of the industry,” said Guram Gvasalia, about the first Vetements show without his brother Demna. We were in a disused parking lot, the Garage Amelot, hours before he was to send out a show in the dark. It wasn’t a sign of mourning that Demna has opted to spend less time with his family to concentrate on Balenciaga; it was a carbon-emissions saving move. “Shows have become extremely environmentally unfriendly. So I strip down the bullshit, and I have the most environmentally friendly show in the world, just sitting on beer benches, with very little lighting, and very little makeup.”
In some senses, the younger Gvasalia brother, who studied law and business, is intent on steering the brand they created in 2014 back to its basics. Vetements—which was then described as a collective—was formed on a shoestring and on the quiet, with a few moonlighting friends, their original aim being to reproduce and perfect the generic clothes of everyday life.
“Somehow in fashion the spotlight went away from the clothes,” he remarked, “and for me this is why people like Margiela are so iconic because he never appeared and it was always about the clothes.” So, flashlights were sent as invites, and an announcement was made at the beginning of the show that the audience should turn on their phone torches to be able to see it. Actually, visibility was not a problem—there were so many screens in the place.
Sharp marketing is Guram’s forte—the reason that Vetements went into vertical takeoff in the age of social media, when all those hoodies and fake logos caused a million memes. A black hoodie worn with flame-print thigh boots indeed opened the show. “But it has no logo,” Gvasalia pointed out. In this period of transition for Vetements and amid the climate emergency, the appeal of ironic slogans is wearing thin. This time, that output was cut down to two. One bore an icon of a crossed-out phone, and the words “NO SOCIAL MEDIA THANK YOU,” and the other the words, “It costs $0.00 to be a nice person.”
So, now that there is no creative director, Guram, who today identifies as “cofounder,” rather than as CEO, and the Vetements team (they are based in Zurich) are in the strange position of wanting to de-escalate the hype, while also keeping it going. The Vetements archetypes—the belted coats, extreme padded jackets, uniforms lifted from firefighters and security people, the leathers, the flower-print dresses—were all there; testament, in their numbers, to how quickly the Gvasalias cemented those looks over five short years.
In the normal course of the life of brands, it takes 10 years to establish a label after the initial rush of publicity. Going forward, Gvasalia sees Vetements focusing more on tailoring and on quality. Close up, in a preview, the fact of that was palpable. The upside down jacket, the minimal trouser suits, the tailored overcoats, and the new long-skirt suit—all felt well made, with the right kind of substance to them. “Tailoring all day all night” read a line in the bullet-point list Gvasalia sent out in a post-show email, and “New Decade of Sophistication.”
Meanwhile, Gvasalia the younger is also concentrating on running a tight ship, money-wise. That, at any rate, was the rationale he gave for the lookalike celebrities who walked for Vetements—Mike Tyson, Angelina Jolie, Sharon Stone, Kate Moss, and Naomi Campbell. “I would have loved to have the real Naomi,” he shrugged. “But as a young company I am afraid we cannot afford it.” The game of real or fake has always been part of the Vetements brand—where that will go in the new age of “no social media” and sustainability consciousness is a question Gvasalia and his team will be working out in their next episodes.
Vetements – Fall 2020 MenswearVetements – Fall 2020 Menswear: Review

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