Dec 17, 2018 | By Georgie Hyatt
Jan 24, 2017
It is fair to say that the fashion industry has a huge crush on the clothing label Vetements, and it is burgeoning into a full blown love affair, adopted by fashion editors and street style stars alike. It started with the label’s ‘It’ deconstructed jeans, and developed with the statement bomber jacket and into the new uneven hemmed denim jeans.
Then there’s the fandom around label head Demna Gvasalia, fashion’s bad boy of design. It’s easy to understand fashion’s obsession, for so long we were sat in a sea of sameness (aka the fashion uniform of basics and elevated normcore) and then along came Vetements, offering a return to dynamic cuts, and oversized proportions that looked almost grotesque in their beauty, the label also reinvented the most well-known everyday brands from DHL to Reebok sneakers, transforming them into covetable sell out items- its 2016 collaborations were key in securing Vetements stellar rise. And, as Business of Fashion reminds us, in its article How Key Pieces Made A Comeback, there is good business sense behind the brand too, this is not just about items that go viral, this is a brand that understands the key items that consumers want for their everyday wardrobe and provides them- from pencil skirts to hoodies to trench coats.
I mention all this to say that 2016 and this year too is clearly already dominated by the ‘Vetements Effect’, it’s become a fashion vocabulary entry constantly thrown around. This effect is so wide-reaching that we were all glued to the latest collection that just debuted in Paris, but within a sea of reviews that all said the same thing, Julie Houts‘ review was fashion’s funniest.
The Brooklyn based illustrator turned to Instagram stories to add captions to each look as it hit the runway, with lighthearted comical commentary of the looks which take everyday basic items and reinvent them for a new audience.
I loved this fashion moment because it brought together all the key elements of the New Fashion Age, Social media/Instagram stories? Check! Fashion illustration? Check! The most talked about fashion brand today? Check. And a dose of good old-fashioned tongue-in-cheek fun, where fashion doesn’t take itself too seriously? Check.
Julie joins the new wave of fashion illustrators who are making their mark using humour and talent, much like Benjamin Seidler who we profiled last year, the illustrator who pairs catwalk looks with key movies, or David Park, the illustrator who is adding humour to his menswear fashion illustrations.
And, then of course there is Vetememes, the Vetements parody label.
With 2017 already proving to be a little too serious, and stressful, the lighter side of fashion is injecting some much needed laughter into our daily life.
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