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Where the runway meets the street

In a recent interview with Vogue, Vetements CEO Guram Gvasalia discussed the brand’s eclectic approach to collaborations, and revealed that the label will be the first ever clothing brand to work with legacy pen manufacturer Montblanc. Gvasalia also confirmed the Vetements x Umbro collaboration, which was teased back in June via the brand’s SS18 lookbook.

Most interesting of all, though, Guram details how the brand had actually produced a collab with IKEA that never made it into production.

“We were in discussion with Ikea to create a project together, and before everything was agreed on, Demna wore one of the samples during our show in January 2017. After someone took pictures of him, Ikea hype went viral, however, we ended up not meeting the terms and the capsule was never released.”

See here for the aforementioned shot of Demna in the unreleased IKEA collab, shot by Acielle aka @styledumonde.

Earlier this year, IKEA hype swept the fashion world, as people took inspiration from Vetements designer Demna Gvasalia’s Frakta-inspired bag for Balenciaga, creating all sorts of weirdo products out of the bag. Byredo even announced its own IKEA-inspired fragrance, and Virgil Abloh ended up doing a collab with the Swedish furniture manufacturer.

Vetements’ collaboration with the brand, if it had happened, would likely have hit the market right at the height of the craze, a little after Balenciaga’s Frakta-inspired bag.

Head over to Vogue to read the interview in full.

  • Cover Image: Mathieu Vilasco / Highsnobiety.com
Words by Alec Leach
Digital Fashion Editor

Alec Leach grew up in Brighton, England, but now lives in Berlin, where he leads Highsnobiety's digital fashion content.

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