Last season, Guram Gvasalia created a collection that ridiculed both the everyday and the glamorous. Its social media impact was certainly amplified by the creative director’s comments on his brother, establishing the sibling rivalry we can’t take our eyes off. If there’s one thing the youngest Gvasalia can do, it is stir up conversation. This fact is undeniably obvious with the Vetements Fall/Winter 2024 collection.
The Swiss brand’s show is always a who’s who of people you probably follow on Instagram. This season, the rich and famous jumped from their front-row chairs onto the catwalk. From niche celebrities to mega-popular ones, the casting’s social media reach was amplified by the clothes they wore. Ever the online troll, Gurum put Anwar Hadid in an oversized T-shirt that read: “Not Mom’s Favorite.” Georgina Rodriguez appeared on the runway in an elongated football shirt, replicating the uniform of her husband, Cristiano Ronaldo.
A sense of irony is constant in Vetements. Beyond oversized T-shirts that poked fun at its models, ridiculous amalgamations of teddy bears made up voluminous coats. The pieces, which made the bears sway as they moved on the catwalk, were a collaboration with Jean-Charles de Castelbajac. Oversized blazers, denim jackets, and gowns closed the elegantly ironic collection, with the honour of ending the show given to the beloved actress Marcia Cross in a red sequined gown that emulated her ever-identifiable hair.
Words by Pedro Vasconcelos
