Vetements Hosts Its SS18 'No-Show' In A Multi-Storey Car Park With A Free Bar

...and exhibits a series of photos in place of actual models

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Fashion's favourite contrarian Demna Gvasalia has never been one to play by the rules.

Since launching onto the fashion scene in 2014, Vetements has succeeded in shaking up French fashion's high table and has experienced dizzying success, having put on high-octane shows in controversial settings like the basement of a seedy gay club and a shabby Chinese restaurant.

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But if we thought that Vetements had reached peak irony with its AW17 collection, which was shown on street-cast men and women of varying ages, and centred around fashion stereotypes like the emo, the stoner and the 'couture bride', then we were VERY much mistaken.

After announcing a few weeks back that the brand would ditch the regular runway show in favour of exhibitions and presentations, Gvasalia chose to stage his first 'No-Show' event in a multi-storey car park in Northwest Paris, and to remove real-life models from the equation, instead presenting a series of photographs of his collection shot on locals in Zurich - where the brand is now based.

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The models were plucked off the streets of Zurich, as has become the brand's standard mode of casting, and shot by Gvasalia himself - though the models, which include families and children, had a say over their styling.

Meanwhile guests sipped beer courtesy of the free bar, and there was also a stage on which Berlin's Love Hotel Band performed.

Normcore ruled the day- with a few exceptions like a sculptural shirt and a long frilly green dress. There was a fluorescent tech outerwear jacket and an all-white tracksuit, as well as new sweatshirt and T-shirt collaborations with brands like Umbro and Tommy Hilfiger, resulting in an XXL Umbro T-shirt in highlighter-yellow and an "Ommy Hilfiger" red hoodie.

VETEMENTS SPRING-SUMMER 2018

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Demna described it as "a collection of basically carryovers", and mega fans will recognise some of the brand's hero pieces reimagined, like the famous thigh-highs sported by Rihanna, only reimagined in gold satin.

VETEMENTS SPRING-SUMMER 2018

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The collection was as much a comment on the pomp of the traditional fashion week carousel and a move away from that, as it was an opportunity to rehash the brand's hero pieces, whilst they settle into their new home.

So does this mark the death-knell for all future Vetements runway shows?

It might be early to call, but we reckon we can get behind that if it means a free bar.

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