vetements is returning to the runway after all

The brand previously said it would not do anymore shows, and, well, now it is.

|
Dec 11 2017, 5:25pm

Vetments spring/summer 18

Remember all the way back in June (it’s been a long year) when Vetements announced that it was ditching runway shows forever? At the time, Demna Gvasalia said: “We are not going to show in the classical system anymore. I got bored. I think it needs to enter a new chapter. Fashion shows are not the best tool.” Anyway yeah, forget all that, because Vetements is now going to be doing a runway show for fall/winter 18. Famous last words, eh?

Joining the traditional menswear calendar, the brand will present its new collection on January 19 as part of Paris Fashion Week Men’s. The timing and location have not yet been revealed.

Last season, Vetements skipped the runway entirely, showing its collection in a carpark, via photographs Demna shot in the brand's new home of Zurich. Since its foundation in Paris in 2014, the brand has prided itself on its unusual presentations and has staged shows in the basement of a sex club and a Chinese restaurant. Earlier this year, the latest Vetements drop took place on a dock in Hong Kong, inside yellow DHL trucks.

Speaking to i-D about brand's DHL-themed drop, Vetements CEO Guram Gvasalia said: “Surprise is something we all miss in our adult life. The traditional model of producing and selling clothes has become so standardized that there’s not much excitement left. Doing surprise events allows us to give our loyal customers a new unexpected perspective.”