Just days after informing that Vetements will no longer be focusing on oversized fashion, Demna Gvasalia has now disclosed to Vogue that his label is also stepping away from the tradition fashion show system.
“We are not going to show in the classical system anymore,” Gvasalia revealed. “I got bored. I think it needs to enter a new chapter. Fashion shows are not the best tool. We did the show in the sex club, the restaurant, the church. We brought forward the season, we showed men’s and women’s together. It’s become repetitive and exhausting. We will do something when there’s the time and the need for it. It will be more like a surprise.”
The Georgian designer also went on to add: “I completely changed the lifestyle. I stopped the clubby, Parisian way I’ve been living for the past few years. Zurich is a kind of nature paradise, and it’s probably the most boring place in Europe.”
The move, which is designed to prioritize intelligent business development and mental health, will seemingly mark a notable slowdown for the ever-popular fashion label, as Vetements has maneuvered at warp speed the past few years.
“It’s like we’re putting Vetements into an artificial coma,” Demna joked. “It’s like we’ve got this big baby, and we’ve got to take care of it. In five years, it has gone so fast; it started to become something else. I want to bring it back to where we started. No more oversize hoodies! We’re independent. We can do what we choose. That’s the beauty of Vetements.”
In addition, as could be expected, participating in numerous fashion shows each year is quite expensive.
“For the first time last season, I was able to watch our own show from a balcony,” Gvasalia stated. “I could see everybody filming it on their screens. I realized that 80 percent of the clothes we did were not really seen or understood. And it cost so much. You cannot put on a show for less than 25,000 euros. That one cost in the region of 100,000 euros, with the venue. And there are brands now putting on shows around the world that cost millions. I think it’s a complete waste.”
Just because the label is stepping away from the traditional fashion show does not mean that it is abandoning seasonal releases, however.
“Yes, there will be a collection every season, of course,” Gvasalia insisted. “At the end of June, we will have it in our showroom in Paris. I’m going to have a young band from Vienna playing at the opening event, but that’s it.”
So, do you think other labels should follow Demna and Vetements' transitioning away from fashion shows? Let us know in the comment section below.