Fashion Week

Vetements Men's Spring 2020

With a condom invitation for a show set amongst the tables of a McDonald's, Georgian designer Demna Gvasalia clearly hasn't finished surprising us.
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A condom arrives in the mail, an invitation requesting your presence at a rendezvous at 140 Avenue des Champs Elysees, which turns out to be nothing more than a McDonald’s. What could be more diametrically opposed than fast food and sacrosanct fashion? It’s with a slight rise of the nose that Vetements presented its most recent Spring Summer line amongst the tables of the prototypical burger maker.

The show, full of open silhouettes, inspired by CRS, was made up of many uniforms with padded shoulders and pop culture references. The key word of the collection: Deconstructed. The silhouettes are quirky, the sleeves too long and made of t-shirts, and the fits are oversized, drowning the models under the fabric creations of Demna Gvasalia. The show was closed by a veiled bride entangled in a ruffled veil paired with black pants.

It’s not difficult to draw the parallels between the collection and the world today. “Global Mind-Fuck” read the manifesto of this collection, printed on McDonald’s towels. All of the artistic director’s choices, from the location of the show to the pop culture references in the collection, speak to a society plagued by hyper-consumerism, greed, and violence, recurring themes in the work of the Georgian designer.


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