Vetements Took Over a McDonald’s at Paris Fashion Week
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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 McDonald’s 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 a fast food-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 NOBODY 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.