Vetements cooperates with multi-labels

©vogue.com

For its spring collection, the Vetements label sought out several collaborating partners at the same time. A wise move from the French label.

Who needs just one partner when you can be the founder of a whole gang? Vetements’ new show turns the whole concept of collaborations on its head: instead of looking for one exclusive partner, it just became a whole group. From Levi’s, to Manolo Blahnik, all the way to Juicy Couture, the crème de la crème of the fashion industry will be at the Vetements’ spring presentation in Paris this coming Sunday during Haute Couture.

Demna Gvasalia is the head of a group of otherwise little-known designers that founded the Vetements label together in 2014. With exceptional cuts and new interpretations of already well-known styles, the label is certainly known in the industry today. Above all, it was the jeans that brought the label to fashionista consciousness – although for the designers, they never looked “100% authentic”.

At this point, the creative director of Balenciaga asked himself if a collaboration with several professionals (e.g. Jeans: Levi’s, etc) wouldn’t be the solution to the puzzle, also because the date for the Spring 2017 Collection show had been changed from September to July. Therefore, it was important for Gvasalia to work with companies that were already established in the market and could bring some easy-to-implement know-how along with them.

The selection of partners went very logically: who makes the best work pants? Carhartt. Who is a specialist in terms of men’s jackets? Brioni. These kind of questions led to companies like Eastpack, Canada Goose, Mackintosh, Dr. Martens, Reebok, Church’s, Alpha Industries, Champion, Kawasaki, Comme des Garçons, and many more being brought into this adventure. “We wanted to place the recognition factor of the labels in the context of Vetements, and create something unique with it”, said Gvasalia.

Justin O’Shea, creative director of Brioni, said “the tailors enjoyed the collaboration and saw it as a great opportunity to step outside of their comfort zone. Cheung from Levi’s described the collaboration as “challenging and fun. For me, there’s a certain originality to Levi’s that work’s wonderfully with the extravagance of Demna’s work. A ying and yang, almost.”

In any case, we’re excited to see the results of this multi-collaboration!

The entire collection will be on view at the Galerie Lafayette department store in Paris on Sunday July 3rd 2016.