2 Years After They Broke the Internet, It Looks Like Nobody is Buying Vetements
It’s hard to pinpoint an exact date the Vetements craze started, but October 7, 2015 was the day the world stood up and really took notice. Just six days after Vetements’ SS16 show, where Gosha Rubchinskiy walked in that DHL T-shirt, Demna Gvasalia was announced as the new Creative Director of Balenciaga. Gvasalia was a relative unknown outside of the Paris scene, and Vetements itself was originally styled as an anonymous collective, although Demna would soon emerge as the brand’s figurehead.
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However, what comes up must come down and recent seasons have been pretty quiet for Vetements. The brand moved its HQ to Zurich and even pulled out of the schedule for one season, forgoing a SS18 runway show in favor of a low-key presentation inside a parking lot in Paris. Gvasalia continues to wow the world with his work at Balenciaga, but recent collections for his own label have tread familiar territory, often reworking pieces from previous seasons ...