RIP to the Street Style Piece You've Seen All Over Instagram

Aemilia Madden

Vetements is a brand that's never shied away from bucking the fashion world's rules. Since head designer Demna Gvasalia brought the brand about (along with his brother and a collective of designers), the style set has eagerly spent hundred of dollars on reworked Levi's, logo hoodies, and quirky dresses. But once again the brand is venturing out into new territory, eschewing a traditional runway show for something more understated. "I got bored. I think it needs to enter a new chapter. Fashion shows are not the best tool," Gvasalia told Vogue.  

While Gvasalia notes the cost and clipping pace as two major reasons for influencing the brand's decision to transition to smaller presentations, the often discussed influence of social was also a factor. “For the first time last season, I was able to watch our own show from a balcony,” Gvasalia reflects. “I could see everybody filming it on their screens. I realized that 80 percent of the clothes we did were not really seen or understood."

So what can shoppers expect as the brand enters a new period? According to Gvaslia, "I want to bring it back to where we started. No more oversize hoodies any more!" Instead, the designer notes that he's looking toward new areas including technology and Silicon Valley.

Intrigued? Read the rest of the article on Vogue.com, and shop a few current picks from Vetements below!

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