When Vetements announced they were holding a garage sale of 'Official Fake' merchandise in partnership with Matchesfashion.com, in the South Korean countryside, you would be for forgiven for thinking, 'what?'
Thanks to the huge success of the cult brand even the faintest murmur of Vetements sparks chaos across the street style obsessives and fashion fanatics who follow the brand obsessively, and perhaps none so frenzied as the South Korean youth who have monopolized the irreverent streetwear aesthetic.
The brother duo of designer Demna and 'business brain' Guram Gvasalia produced an 'Official Fake' capsule collection which comprised of reworked signature pieces from their Spring 2015 to Autumn/Winter 2016 collections.
The 'real fake' collection comprised of those must-have jeans, the oversized hoody and the bomber jacket. And as predicted, they all sold out.
Instagram feeds were flooded with images of shopping-savvy South Korean fans camping in the dense, green countryside for something that has been so connected with the street. A poignant paradoxical scene that further cemented what we all know to be true: Vetements is still ruling the fashion world.
And it's easy to see why the house chose South Korea; it is the second-biggest market for the brand.
The bevvy of shoppers were dressed head-to-toe in hero streetwear pieces: Pablo sweatshirts, Yeezy trainers and Vetements rain macs. This is an audience in the know and they are thirsty for more.
We wait with baited breath for Vetements' next move.
