Why Does Chao Vetements Stop Hosting Fashion Shows?

Always on tradition

The system's Vetements today announced that it would no longer hold a solid fashion show.

According to the world clothing shoes and hats net,

Founder and concurrently

Demna Gvasalia announced this important decision in an interview with the media. "I feel tired, we need to enter a new chapter, and fashion show is obviously not the best way."

Vetements, originally scheduled to release 2018 spring and summer series in Gao Ding Zhou, decided to issue a new series of showroom in Paris during the men's week from June 26th to 30th.

Showroom will adopt an appointment system, which will only be open to buyers and media.

Brand CEO and designer's brother Gurum Gvasalia also said, "fashion shows are overflowing now, and even feel a bit crazy."

In view of the fact that the fashion show at a fast pace has become a repetition for designers, and it takes a lot of energy to organize a fashion show, Vetements will cancel the fashion show, saying that it will be more pleasant when people only need to do it again.

At the same time, Gurum Gvasalia has exposed the industrial ills of the fashion show. He thinks that buyers and journalists seem to be tired of the fashion shows and fashion week, the long trip that they can't stop, and the months they left their families.

"Today's fashion show has nothing to do with clothes. Most of the fashion shows are not even produced. Fashion shows are just selling dreams. The purpose is to let consumers go to duty-free shops to buy luxury brands of perfume and wallets."

Gurum Gvasalia also said that unlike other fashion brands that sell ideal life, Vetements sells truthfulness.

Because the significance of fashion shows has been biased now, for Vetements, brand can not continue to be part of this meaningless system, and hopes to focus on practical clothing and products.

Although Vetements has always been rebellious towards the traditional fashion system, the brand once had a passion for a show.

Whether in Chinese restaurants, churches, striptease clubs, department stores and Pompidou center, or to lead the trend of Vetements, the brand has obviously done a lot of work in the form of show. The brand is obviously not from the beginning to be alert to the traditional representative of fashion show.

But now Vetements is tired of this game.

Last year, Vetements announced that it was a guest member of the Chambre Syndicale de la Haute Couture of the French Advanced Custom Fashion Association to launch a new series in the advanced customization week.

More importantly, Vetements believes that a fashion show is not a high rate of return from a commercial perspective.

Although the brand said the abolition of the physical show in the showroom release series is not to cut costs, but also does not agree with the current many luxury brands to invest huge show.

Demna Gvasalia further explained, "from a commercial point of view, if you look at ROI, you know that spending hundreds of thousands or even millions of shows does not have much impact on sales.

The industry has been talking about sales and growth rates, but often overlook costs.

The way to increase returns is not just to boost sales, but also to reduce unnecessary income.

For buyers, they also have budgetary constraints rather than how much money brands spend on 10 minutes of fashion shows.

The Gvasalia brothers have shown a pragmatic approach to fashion business. Compared to pleasing users in social media, the brand's decision to issue a series of showroom has priority over buyers and media.

Brands say they want journalists and buyers to feel close to the details of their clothes rather than through mobile phone screens.

This will undoubtedly bring more experience and actual sales.

The exit of Vetements coincides with a series of big show that has just been settled in luxury brands.

Luxury brands have built up an early spring holiday show. The brand is willing to spend millions of dollars or more to fly fashion editors, bloggers and celebrities from all over the world from one side of the globe to a showcase location on the other side of the globe, offering luxurious holiday treatment.

Now, the extravagant extravagance of the pition series of fashion shows and the continued expansion of the situation.

Not long ago, Dior chose the US Losangeles to hold the theme of the early spring show in the US western theme at Santa Monica mountains. The scene of Dior Sauvage's hot air ball was spectacular.

Louis Vuitton's early spring show, the beautiful Museum of art in Kyoto, Japan, is designed by Ieoh Ming Pei.

Gucci was released at the birthplace of the brand in Florence, Italy. In order to make a show in Pitty palace, Gucci needs to donate 2 million 100 thousand US dollars to support the renovation of Boboli Gardens in Florence's Bo Bo Li Garden, and the donation will last for three years.

In order to use the Palatina Gallery, Gucci will have to pay another $210 thousand.

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But apart from luxury brands located at the top of Pyramid, more and more fashion brands are beginning to simplify the fashion show.

At the beginning of this year, the two pillar brands of New York fashion week, Rodarte and Proenza Schouler, also followed Vetements's footsteps. They announced that the fashion show schedule should be readjusted. From spring and summer 2018, the spring and summer and autumn and winter series of fashion shows will be held annually in January and July respectively, and the pition series will be combined to save costs.

Oscar de la Renta has said in an interview that a big show is a waste and has dramatically reduced the expenditure of running shows. "We don't know why we should make a big show."

This week, Jason Wu, a Chinese designer, announced that it would not hold a new spring product conference in May and June, but would jointly publish the early spring series with the 2018 spring summer clothing series.

Jason Wu believes that luxury brands are not fast fashion after all, and there is no need to compete on the basis of speeding up the replacement cycle.

Fashion week is becoming more and more polarized, and there is a big collapse in the two trends of extravagance and budget reduction.

If we go further, the early spring series is a rebellion against the traditional fashion publishing schedule.

As a pitional series developed in recent years, both early spring and early autumn are the initiatives of luxury brands to constantly arouse consumers' freshness and satisfy the needs of consumers through new forms.

The traditional two week fashion week is being degenerated. According to fashion headlines, Paris fashion week, which used to be the four largest fashion week, has rarely been compressed. New York fashion week is becoming less and less important after the launch of Proenza Schouler and other pillar brands.

At the same time, buying is also a new choice, constantly disrupting the traditional fashion publishing schedule.

At the end of May, the British brand, Mulberry, announced that it would take the form of buying and selling in the fashion week of London and Paris in September, becoming the latest fashion brand to join the camp.

The CEO Thierry Andretta of the brand said that for Mulberry to define itself as a luxury brand, that means buying is meaningful.

Perhaps in the near future, we should write a memoir for the traditional fashion week.

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