French Fries

Vetements has always found a way to surprise us and to make fashion a place to experiment and free our minds.

From airports, to museums and restaurants, the sets of the runway shows of the most unexpected and irreverent fashion house of the moment have always been extremely creative but, this time, Demna Gvasalia and his creative team have chosen the craziest place in which a high fashion show can be set…

When we think about fashion shows we think about beautiful venues, flowers, opulent buildings, art installations and magical atmosphere but when it comes to talk about Vetements, all the rules of the game change and the unexpected becomes the ordinary.

Indeed, for this Spring Summer 2020’s show, the French maison has decided to show its brand new collection to the world in a Mc Donald’s in Paris and the invitation for the show was a black condom.

All the buyers, fashion editors, celebrities and journalists that were invited at the show were gifted with milkshakes and cokes and they saw the fashion show by sitting at the tables of the famous fast-food chain.

The whole decision of setting the show in a Mc Donald’s and concept of the defilè itself was Demna Gvasalia’s comment about capitalism and how it infects every aspects of our everyday life.

By Giacomo De Maggi