Demna Gvasalia went full Demna Gvasalia for his Vetements SS20 presentation during Paris Fashion Week Men's yesterday. After teasing attendees with branded condom invites, the designer took over an entire McDonald's for this season's preview, with models taking to the catwalk complete in themed attire.

As is the norm for the game-changing designer, the collection threw out questions surrounding capitalism and its associated hierarchies, transforming pop-culture signifiers that are often disregarded in high fashion. This time, the focus was fast food, and the result was a feast for the eyes.

The show kicked off with models striding down the runway in Gvasalia's take on traditional security uniforms. Branch managers were clad in oversized, short-sleeved shirts with name badges that read "Hello My Name Is: Captalism," while security guards wore enormous, utility-style bomber jackets paired with over-the-knee shin pad boots.

When ’fits weren't championing fast food or safety-centric aesthetic, garments took a more traditionally Vetements approach: oversized everything, lots of leather, suiting, wild prints, and streetwear staples.

Stand out items took shape in a blue "NOBODY EVERYBODY ANYBODY SOMEBODY" hoodie, an Internet Explorer "Ecstasy" tee, and playful riffs on logos of various media giants.

Take a look through Vetements SS20 PFW show highlights in the gallery above.

What To Read Next

  • reebok x vetements

    The Wild Vetements Instapump Fury Is on Sale Here

  • Image on Highsnobiety

    Here's What's New at the Highsnobiety Shop

  • Image on Highsnobiety

    EXCLUSIVE: Dickies x Pop Trading Co. Is a Subtle Flex

  • Image on Highsnobiety

    A Guide to Pairing Your Sneakers with Different Pant Styles

  • Image on Highsnobiety

    Musicians Rema and Debbie Pair Up For Fairmont’s Center Stage

  • Image on Highsnobiety

    The 6 Sneakers Michael Jordan Wore When He Became a Champion

*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.