High Fashion or Just a Rip Off?

Let me start by saying that I have a lot of problems with Vetements, the French Fashion House. All of my problems stem from the fact that they take everyday, common logos such as IKEA or DHL and put them on t-shirts and sell them for ridiculous prices. The most recent and publicized of these designs have been their velour Juicy Sweatsuits. Yep like the ones from 2002 that all the hottest girls such as Kim Kardashian, Nicole Richie and Britney Spears used to rock. The Vetements Juicy Sweatsuits also have the signature Juicy logo across the butt, because wearing pink velour didn’t give away the brand right away. The greatest difference is not the material or the print, but the price. The Juicy Sweatsuit you can now buy at Bloomingdale’s will run you about $200, which already seems pricey for velour. The Vetements Juicy Sweatsuit costs over $2,000.

Usually when I bring up brands such as Juicy, people’s immediate reactions is one of two things: either intense nostalgia for the ugly/pretty looks of the 2002s, or complete disgust and utter happiness that we have moved beyond the days of Justin Timberlake’s ramen noodle hair. Even with the claim of nostalgia for 2000s looks, I have yet to meet someone who truly wants that style to come back, making the rise of Vetements confusing.

For a little bit more information about Vetements, it is headed by creative director, Demna Gvasalia, also the current creative director of Balenciaga. Gvasalia released Vetements’ first collection in 2014 in Paris - causing shockwaves throughout the city, for showing a level of ease and street style that is very rarely shown on the runway. Prior to the collaboration with Juicy, Vetements has collaborated and used the logos of a diverse group of brands both in and out of the luxury sector.  Most recently for the Spring/Summer 2017, each of the pieces shown on the runway were made in collaboration with another brand. Overall, the show featured 18 collaborations including Canada Goose, DHL, IKEA, Champion, Comme des Garçons and Reebok. Due to its choices of collaborators, it is clear Vetements looks for inspiration from more accessible everyday brands, but due to the above average luxury prices of Vetements clothing, is clearly the exact opposite and inaccessible to many who are fans of brands such as Champion and Reebok.

Due to the shack up of the fashion world that Vetements has brought, I am left more confused than inspired by the pieces Gvasalia puts forth each season. It is hard to understand as a college student why I would lust over a brand selling Reebok socks for over $200 when I could go to Old Orchard and get a similar pair of socks for $20. Even though I do not understand Vetements’ efforts, it has made me wonder about the recent growth in my friends’ interest in fashion with people such as Kanye West and Rihanna, the headliners of fashion week. It is also interesting that I have recently read multiple reports stating the decline in the luxury fashion sector and wonder if the key to keeping it alive is not exclusivity or the older decorative arts, but translating the fashion our generation once loved as a teen, to the fashion we will love as a result. It leaves me with the question: has Demna figured out the key to making a lust after and timeless product, nostalgia?