‘Angelina Jolie’, ‘Kate Moss’ And 'Naomi Campbell' Walk Vetements Show At Men's PFW
If you thought you’d entered the Twilight Zone after seeing the likes of Angelina Jolie, Kate Moss and Naomi Campbell walk the runway together over the weekend, you’re not the only one.
On Friday, Vetements debuted the Autumn/Winter 2020 menswear collection at Men's Paris Fashion Week which featured statements including ‘NO SOCIAL MEDIA THANK YOU’ and ‘It costs $0.00 to be a nice person’ emblazoned on the front of clothes.
However, the designs weren’t the only talking point during the presentation.
Playing on the brand’s continued exploration of reality, fakery and the role of social media in the future, the brand employed several models for the runway who could pass as doppelgängers for real-life celebrities, including supermodels Campbell and Moss, as well as Hollywood actors Jolie and Sharon Stone.
Opening up about his decision to use celebrity lookalikes in the show - which took place at Garage Amelot, a disused carpark - Vetements co-founder Guram Gvasalia told Vogue in a typically tongue-in-cheek fashion: ‘I would have loved to have the real Naomi.
‘But as a young company, I am afraid we cannot afford it.’
The lookalike Campbell stormed the runway in a silver lamé floor-length dress while ‘Moss’ wore a shore gold shimmery number. Their appearances and looks were reminiscent of Versace’s SS19 show in which ‘original’ supermodels (Carla Bruni, Claudia Schiffer, Naomi Campbell, Cindy Crawford and Helena Christensen) closed the show in matching 1990s-slip-inspired gold dresses.
‘We want to strip down the bullsh*t of the industry,’ the designer continued, describing the catwalk’s aesthetic.
‘Shows have become extremely environmentally unfriendly. So I strip down the bullsh*t, and I have the most environmentally friendly show in the world, just sitting on beer benches, with very little lighting, and very little makeup.’
Invites to the show were made out of flashlights and guests were instructed ahead of the presentation to turn on their mobile phone torches to see the models and clothing.
The show comes months after fashion designer Demna Gvasalia announced that he was stepping down from the helm of Vetements, which he founded with his brother in 2014.
In a statement to WWD, the Georgian designer revealed that he was moving away from his position ‘to pursue new ventures’. It’s understood Demna will continue in his role as creative director of Balenciaga after he was appointed to the role in 2015.
In the announcement, Guram said that the brand will ‘continue to push the boundaries even further’ following his brother’s departure.
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