Every season, it goes a little something like this: Demna Gvasalia garnishes his Vetements runway collection with a logo-branded garment so quirky every street style wannabe who can afford its 1k+ tag fights to be first snapped in it.
Think back to that yellow unisex DHL T-shirt. Utterly ridiculous but sufficient to become a cultural phenomenon. The next season, he sparked the oversized-hoodie-as-mini-dress trend stars like Ariana Grande can’t seem to shake. And those Vetements logo socks? They’re the only thing to wear with high-heeled sandals right now.
He makes wildly expensive, gender-fluid kitsch. We consume it. That’s how Demna rolls.
So it’s ironically un-ironic to see the Georgian fashion designer, who’s also the creative director of Balenciaga (which, surprise, featured a World Food Programme tee on its runway last year) poke a little fun at himself.
At his combined men’s and women’s Vetements AW19 show in Paris during Men’s Fashion Week, Gvasalia sent all sorts of quirk down his catwalk – some more sinister and political thank others – but the standout was a white hoodie bearing the words: It’s my birthday but all I got was this overpriced hoodie from Vetements.
Self-awareness is everything.
There were cutesy cartoon character tees in baby pink, pants dotted with croissants, camel motifs, weird extra-long hooded hoodies, upside-down anarchist symbols, neon pink catsuits, phone cases with stickers, even a shirt that claimed ‘Corporate magazines still suck – a lot!’.
The hero logo intended to fill the dated DHL void is based on the font for INTERPOL. It was on shirts, windbreakers, even messenger bags.
But our favourite touch: the bottle-opener necklace teamed with iPhone neck-strap. If you’re going to drop a grand on a piece of ‘overpriced’ Vetements (Demna’s words, not ours), it might as well be useful. The Vetements AW19 collection will drop in August 2019.