Vetements has become the latest label to shake up the fashion world by
shunning the traditional catwalk calendar and to show a more consumer and
integrated retail model beginning in 2017.
Following announcements from Burberry and Tom Ford on Friday, the Paris
fashion brand said it will now show its women’s and menswear collections
together in January and June, bypassing the seasonal men’s shows and
women’s couture shows, and two months ahead of the regular timings for
women’s shows.
Creative director Demna Gvasalia and his brother, brand CEO Guram Gvasalia,
told Vogue.com the aim is to cut the necessity for pre-collections, beat
copyists and stop overproduction.
“Designers are human beings who need to have some spare time to get rest
and gather strength. Instead, designers are put under enormous pressure and
insane schedules,” said the CEO.
“The industrial machine sucks out their creativity, chews them up, and
spits them out. Once a genius, the designer is left behind incapable of
being creative. Reducing to two main collections will give designers enough
time to revitalise.”
Demna Gvasalia, who is also creative director at Balenciaga, told
dazeddigital.com that showing outside of the traditional main season
schedule will solve an array of issues associated with the production
cycle.
Image:Vetements SS16