PFW SS 2020 Collection: VETEMENTS, a show at McDonald


Among excesses and provocations, fashion has seriously got us used to any shade of eccentricity. The latest stunning stroke of genius came last week from Demna Gvasalia, creative director at Vetements, who chose an absolutely peculiar location for his Menswear SS 2020 Collection fashion show: the McDonald’s in Paris’s Champs Elysées.

A fast-food emblem, the pop, bright yellow Ms were the contrasting background to the label’s show, where the traditional paper menu was replaced by a list printed in black on napkins, and invitations came in the form of branded black condoms. Main courses? Kapitalism and Global Mind Fuck, the expression of a subtle, slippery satiric message by Vetements, which turned this irreverent language into its lifeblood.

An irreverent language that does not just stylistically quote the icons of consumerism, but gives them socio-political and cultural values so that they speak of decayed societies and dystopian realities.

The Menswear Spring Summer 2020 Collection targets capitalism and all its main players, such as the financial world, the web, and the fashion industry with its overproduction and waste.

Since it was established, Vetements has always been sensitive to the theme of circular economy, and has adopted green solutions such as re-cycling denim and re-using leftover fabrics, as it did with its printed tights. Could this collection, that also invites to rent its “Large for Rent” pieces, be a teaser of the brand’s next actions?

Lettering like “Hello, my name is Capitalism” , coded messages such as “I love Paris Hilton”, or sarcastic logos recalling those of Heineken, PlayStation, Internet Explorer or Vodafone took over different pieces – the back of jackets and baseball caps, sweatshirts and T-shirts, and workwear styles with streetwear notes, worn by models that popped up on the restaurant door from a van parked on the street.

Letizia Bellitti
Letizia Bellitti
Curious by nature and passionate about everything creative. I have been writing for several years, and I have always been interested in fashion and design. Writing about fashion, art and design is the best way for me to share my passion with others.

Related Posts

A striking black-and-white Carousel studded with Swarovski crystals

A striking black-and-white Carousel studded with Swarovski crystals. Swarovski has collaborated with award-winning artist- designer Jaime Hayon to create Carousel, a magnificent interactive art installation adorned with 15 million Swarovski crystals. This modern art experience is now open to visitors at Swarovski Kristallwelten (Swarovski Crystal Worlds) in Wattens, Austria

A week of dispersion

The last 5 trading days were overall neutral for luxury stocks, even if quite  a few things happened on the market. Equities as a whole closed little changed globally: the S&P 500 declined a bit while the European Stoxx 600 managed to edge a tiny bit higher. Asia finished almost unchanged recouping most of the losses suffered through the earlier part of the week

OMNIDE: a HUB at the service of quality and beauty, with a special attention to charity initiatives

We meet in London, during an Excellence Magazine event, Ivan Lazzaroni, principal director of OMNIDE