Vetements Branding: An Alternative Fashion Hero

According to the world clothing and shoe net reporter, Vetements's latest fashion inspiration comes from an old and familiar story: the young outsider who has just started to challenge to a sleepy, habitual old system, submission in the name of real, avant-garde and cool.

Popular culture can also rely on this narrative development, but this kind of narration has been rotten in the fashion industry.

"Real" fashions come from the streets, directly into the minds of the unguarded bourgeoisie, and these bourgeoisie are crazy about it.

But what about Vetements? The editor and the buyer are wearing large size hoodies, one-piece shoulder dresses, asymmetrical coats and elongated profiles.

Polishing the jeans and polishing them, and then scraping them together.

Some media said, "this is what you see when you take the L line of New York Metro to Bush wick." in its show of praise, "Vetements: bring the underground breath," it declares that "it belongs to the street".

The fashion media have said that they have the characteristics of all the unforgettable fashion classics.

Fashion business commentaries praised their "radical democratic principles" and declared that their brands represented change.

W magazine says they are "true revolution".

Some foreign media regard their designer group as an "alternative fashion hero".

Vetements, the latest one is given to break the stagnation.

The brand of climate mission has been widely praised by fashion commentators.

For fashion, which seems to be stranded and dissatisfied with the image overload and the messy producer and consumer relationship, it is clearly tempting to have such an alternative fashion hero.

Vetements appeared at the right place at the right time and became the leader of the spirit of the times.

Every season, Vetements's celebrity fashion show is still famous. DemnaGvasalia, the designer of DemnaGvasalia, is the first fashion line in Balenciaga, a more mature and well known fashion house.

Vetements is described as

The "group" led by DemnaGvasalia and his brother GuramGvasalia is a very important part of its charisma.

Another component is their concept of "no concept": SarahMower told us in the show that the latest fashion show is not only a subversion of political gestures, but also a business of Vetements itself.

Gvasalia soon said that his series "does not try to promote the boundaries of fashion", and "fashion should not be what you dream".

This pragmatic style is very harmonious with our times. The "Vetements phenomenon" has undoubtedly opened up a broader field that we had hoped for beyond the high fashion: are concepts important or products important? Should fashion be sold, or can we rely on dreams?

The exaggerated reporting of fashion news and the Vetements official social media account, which is full of jumbled and rough images, hit just the way we want to attack the psychology of the existing system.

Fashion commentators are trying to talk about the brand's "outsider" positioning, and hasten to point out their outstanding and outstanding lineage. DemnaGvasalia has worked for LouisVuitton and MaisonMargiela, according to a retailer who sells the brand clothing online: Other "group members" have also been related to Balenciaga and C line.

The fashion world seldom contradict itself or talk too much, but in fact, most news reports and press commentary seem to be immersed in it.

The report on Vetements is particularly obvious: here, all the company's behind the scenes staff members and the main components of each fashion house have become "design groups". With the advantage of "suddenly emerging underground", all fashion experts have become outsiders.

Creating a myth around a fashion brand is of course an important means of fashion marketing. Fashion media is also the most effective way to make such a myth permanent.

Here at Vetements, the rugged design on the fashion flyover makes our conservative and traditional members feel excited: "from the mainstream enterprise's luxury routine, when" cool "has died and buried, no" alternative "can survive again, and the friends of DemnaGvasalia and GuramGvasalia have come, and friends of their entire design group have come to prove that those who are suspicious are wrong, this is a typical comment on its conference.

Vetements's rebel style jacket is priced high: $875 a stretch knit.

1025 pounds, a pair of jeans, 9500 pounds, a sequin dress.

As you can imagine, it is definitely expensive to wear a Vetements.

The brand has always been called "real audience, not just fashionable dress" attractive, but who is the so-called real audience, but has never been conclusive.

Vetements currently let

The reason why the media is like chicken blood is that it seems more likely that it launched a risk less revolution.

For example, hunting a homosexual sex club or a dilapidated Chinese restaurant, but the brand's "youth culture" is a luxury culture that is willing to accept and trust the mainstream business.

Vetements's microcosm, as presented in the media, provides a view of the romanticism of the lower social strata and the so-called "others".

The brand did give us a rumble like the L line of New York metro, and comfortably fit with the fashion system we knew well.

In fact, it is curious to note that DemnaGvasalia himself quickly pointed out in the interview that Vetements and famous brands are using the same rules. Those who have reported (and contributed) to the rise of Vetements still insist that the brand is very different.

Linking treason and consumption is a trend since 1960s, but the group of Vetements insiders proudly claims that they are not interested in politics: politics means business.

Many people are disappointed with the contemporary fashion system because the system is running for luxury consumption.

In another context, what is described as "sales strategy" has become a "revolution" here, and the increasingly dissatisfaction with the fashion led by enterprises and the accelerating consumption have been skillfully directed to the luxury fashion system.

We are encouraged to flatter the aesthetic style of this "ugly and unconventional beauty", which makes us feel closer to the social rebel and outsider groups that are synonymous with the current "cool" and "high aspirations".

Others have told us that this is not just a form, it is a way of life.

On the surface, it refuses mainstream fashion, but its brand fashion series or images released in fashion media and brand social media, the painstakingly rash rags and convenience of consumption, aim at the well-educated middle class fashion insiders in the West who aspire to get products with "real" appearance, but they are not related to the crude and clumsy "underground".

The mysterious atmosphere created by Vetements around the media is also one of the most persistent criticisms of the outside world for the fashion industry: "mainstream" has chosen the "underground" style code and sold it to the fashion elite at a high price.

The success of the brand may prove that many people are tired of the traditional sense of attractiveness and the fashion driven by the enterprise group. But the style code of Vetements is also familiar enough, and its techniques and degree are well grasped, so that the famous and non threatening brands will be sent to the creative director.

There is also a lot of contradictions in the fashion press's thinking. The biggest irony in Vetements's reports is that the media is fully aware that the image of the brand is carefully constructed, but it is still firmly believed.

The real name of the revolution can only be called "branded Vetements".

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