A Maccas run has never looked so chic.
Vetements never does anything in halves nor the expected and while the fashion house is under the spotlight thanks to rumoured financial struggles, it successfully disrupted Paris Fashion Week Men’s in a brilliant revival. And what better backdrop for a comeback than a Parisian McDonalds.
But despite its social media pull, like many of Demna Gvasalia’s past runways there was a political motivator. SS/19 was an exploration of post-war youth within the Soviet Union and translating the same brutalist aesthetic, Spring/Summer 2020 took on the concept of capitalism.
The show opened as models trudged through the aisles of the fast food restaurant donning a series of reinterpreted uniforms. Security-inspired looks in the form of oversized outerwear and matching bottoms, stiff shirting and motifs were among the first looks of the collection and provided a prelude for the remaining line. A biker denim jumpsuit and full tracksuits reading “Global Mind F**k” carried on SS/20 before a more familiar Vetements shone through, alas with a capitalist twist.
Drawing from its roots of punk counter-culture, the runway continued with its usual spin on oversized denim, ’80s inspired tailoring and technical gear though emblazoned with reimagined branding. Bose, Playstation, Bintang Beer, Internet Explore and Vodafone were amongst the mentioned companies – clear references to modern culture. Looks were finished off with a mixed bag of flip-flops, combat boots, thigh-highs and printed pumps while caps and speed-racer sunglasses tied the looks together.
Everyone’s favourite Instagram account – unless of course you’re a designer – @dietprada, posted a shoutout to the French design collective whom unlike past scathing reviews, were on board with the collection and described it as “chock full of nostalgia and lolz.” Vetements may be in the red but is its ironic twist on modern capitalism enough to recapture fans of the brand from two years ago?