What Exactly Does Vetements Want To Cooperate With The 18 Brands?

Now mention Vetements, that's definitely. fashion The role of the "red fried chicken" is not only the favorite of global giants, Rihanna, GD, etc. brand One of them was invited to attend 7 months. fashion week Demna Gvasalia, one of the founders, has also become the creative director of Paris.

Recently, Vetements announced that it would launch a joint series with 18 brands.

As a fashion brand often used in a way, joint cooperation is common, but such a massive attempt has some eyeballs. What exactly is Vetements's "wishful thinking"?

First of all, Demna Gvasalia led the team to consider almost all the categories of fashion. From head to toe, lists the brands that first came up when referring to each category, such as the famous Canada Goose of down jacket, the famous Manolo Blahnik of high-heeled shoes, the Martin shoes brand Dr. Martens, sportswear Champion, men's suit Brioni, military jacket Alpha Alpha, waterproof windbreaker and so on.

In this way, each category is cooperating with the most professional and authoritative brand in the industry, selecting the most classic and most recognizable product of the other side, and reproducing it with Vetements raw materials from the raw materials and experienced manufacturing plants.

At the time of design, you still hold the unique style of Vetements - which may remind you of their completely unbalanced Oversize sweaters and jackets, DHL T shirts, spliced jeans, lighters, heels and so on. The new season's joint names may continue these very recognizable elements, perhaps just the opposite.

Because they always bring unexpected surprises and transform the classics in a unique way. These elements in the past are enough to be representative. Demna said in an interview with The Cut, maybe it is time to end the history of the brand and usher in a new page.

The idea of cooperation in this wave also dates back to the first successful launch of Vetements.

At that time, Demna produced jeans at the Italy factory of its own brand. It was made up of two antique Levi s jeans, which was stitched and stitched and stitched together. It was very special and attracted people's attention. Demna soon realized that Levi and S's advantages and experience accumulated over the years in making cowboys are not what they are as a young brand.

"I think the ideal state is to cooperate with the most professional manufacturers of every category," Demna said. "No matter it's cowboy, T-shirt, sneakers or jackets." But at that time it was obvious that Vetements was not famous enough to cooperate with so many famous brands.

For Levi s brand, it is an opportunity for innovation. The Cut mentioned the details of finalizing cooperation: "about a year ago, Jonathan Cheung, chief designer of Levi s", received the letter from Bart Eureka, the head of Eureka laboratories, which said that we should cooperate with these two people. So when Guram Gvasalia (Vetements's CEO) contacts Levi 's, Cheung immediately consented.

How Vetements reinterprets these classics is quite promising.