Vetements, the effortlessly cool Parisian brand best known for making DHL relevant in the fashion sphere, is getting the couture treatment.
The 2-year-old fashion collective has been named as a guest member of the Paris couture calendar for the upcoming presentations taking place between July 3 and 7. In addition to Vetements, the Chambre Syndicale de la Haute Couture added J. Mendel, Yuima Nakazato, Francesco Scognamiglio and Iris Van Herpen as guest members.
Jean Pascale-Hesse, a Vetements collaborator, revealed to WWD that the presentation will feature “a collection set between ready-to-wear and haute couture, both for men and women, and will encompass four seasons.” The show will also be accompanied by a capsule collection available at a pop-up store in Goult, France, until the end of the summer.
The brainchild of brothers Demna (who has since been tapped as the creative director of Balenciaga) and Guram Gvasalia, Vetements has rapidly ascended the ranks to become fashion’s buzziest brand. Its influence has already been felt by the likes of Kanye West, who tweeted that he wanted to poach Demna for his Yeezy collection, as well as Justin Bieber, whose tour merchandise resembles many of the Parisian label’s streetwear-inspired pieces.
Critics, too, have praised the unconventional Vetements aesthetic, with Vogue’s Sarah Mower writing that the brand gives the industry “so much to believe in here: not just the wearable, desirable printed blouses and dresses, but also the hope that this is the beginning of a new chapter in the life of Paris fashion.”
Given that the current Vetements offering is heavy on oversized denim, t-shirts and hoodies, we can’t begin to imagine what a couture collection might look like. Fingers crossed for a DHL couture ball gown.