For Spring/Summer 2018, Demna Gvasalia has skipped out on Paris Fashion Week and has instead presented his latest Vetements collection via a street-casted lookbook. Taking to the streets of Zurich, the designer recruited passers-by to become his “real” models. From young children to the elderly, everyone nailed their Blue Steel while modelling new pieces from the cult-favorite Parisian label.
Lensed by Gvasalia himself, the imagery sees off-kilter ensembles featuring co-branded pieces with Reebok, Tommy Hilfiger, Umbro and of course, DHL. “What you see is what each person chose to wear themselves,” the designer tells Vogue. “Everyone is choosy about what they want to wear; it was quite a big project with a huge range of clothes. And I showed everyone their photographs to be sure they liked them.” Peep the collection by browsing the gallery above.
To see more from Gvasalia, be sure to check out his recent Balenciaga collaboration with colette.
- Demna Gvasalia