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Vetements Menswear Spring Summer 2018 Paris

VETEMENTS strikes a pose

The very much hyped label founded by Demna Gvasalia was a 'no show' this season - literally. After causing a stir within the industry for showcasing his men's and women's ready-to-wear collections off-schedule during Paris Haute Couture for the past two seasons, Gvasalia decided to not stage a runway show for SS18. Instead, the designer opted for a showcase that he named "No Show" and consisted of an exhibition of his latest photography, paired with a live performance by the Berlin-based Love Hotel Band. The Spring/Summer 2018 collection, shot by Gvasalia, is a re-interpretation of VETEMENTS archived statement pieces which were, according to the official release, ''restyled by the VETEMENTS team on a spectrum of Zurich natives''. Zurich, Europe's new techno haven to some and fiscal paradise to others, being the brand's new home and headquarters. More interestingly, Gvasalia's images were aiming to deconstruct traditional, glamorous fashion imagery by mimicking the standard editorial poses with an witty and exaggerated twist, turning the codes of high fashion upside down and questioning whether they are still valid today. "To pose is to assume a particular stance. Like a runway model strutting to the end of the catwalk, posing with her hands on her hips, and then gracefully walking back,'' the designer stated in an official release. ''The original meaning of pose from the 14th Century is "to put in a certain position." The sense of pose as "to assume a certain attitude" emerged in the 1850’s. When a person poses, he presents himself in a particular way, often with the hope of impressing others."