First of all, Vetements is pronounced vet-MAHN. Look at a mirror while saying it. Do you feel embarrassed, or at least tainted? Good.
If you don’t know about Vetements, you are free to go. Run along, and keep your innocence.
Still here? Okay. Remember when you were amused and startled by the outlandishly oversized hoodies and jackets by the new brand that seemed to be mentioned everywhere? You noticed that it was the streetwear brand of all the cool it-people, even Rihanna. The silhouette was easy to spot: it was absurd, like that David Byrne jacket.
Then you saw the prices and the joke got better. The price to look absurd was astronomical, ensuring that only the coolest it-people could wear it and signify to each other that they were in on it. Ha Ha, we love looking stupid if it means regular people cant’s afford to!
Now there are a bunch of copy-cat brands flogging the same gigantic esthetic and they are pricey too, because, why not?
I called my husband over to look at this Vetements T shirt selling for $395.
It’s a collaboration with Hanes, which sells a 3-pack of white t shirts in size 4XL for $14.00.
He got that the t shirt was a stupid in-joke, but was not thrilled by my counter-joke of just using a marker to write STAFF on a regular T. Only Vetements prople would get the joke, he pointed out.
Well, I still like that idea. I’d get it! I may be too lazy to execute it, though. Meanwhile, Vetements has collaborated with Juicy Couture to make those velour sweats, only priced at a zillion dollars.
There is an intrinsic value in the avant garde. But once the point is made, we have to move on. When something becomes a parody of itself, the art aspect is over. Tell that to fans of Rick Owens, though. They’re still drooling over that black saggy funeral fashion he keeps churning out, and every single fashion person asked about their style has to name Rick Owens as one of their go-to designers. Especially in New York; it’s the law there to worship Rick Owens.
Here’s an up and coming brand, Martine Rose.
Conspicuous Consumption is still in play, maybe more than ever before, even among those who think they’re disdaining the practice by wearing stupid overpriced street fashion.
The Huge Clothes joke is over, rich people! Get ready for the next trend, teeny tiny clothes that look like they’re about to burst. Don’t say I didn’t warn you.