Vetements' SS18 Lookbook Is The Most Ironic Yet

For those of you who missed the news, just a couple of weeks ago Demna Gvasalia announced that Vetements would be dumping the traditional runway show system in favor of more artistic presentations and performances; the goal to not be caught up in “tradition” but rather to focus on innovation.

Continuing with that idea, the brand presented its SS18 lookbook yesterday in a Paris car park on large posters. Removing models from the situation, the 57-look collection showcased locals from Zurich—all handpicked and photographed by Gvaslia himself. The shots, which look like something we’d see from a wannabe Instagram model, explore the art of posing. "When a person poses, he presents himself in a particular way, often with the hope of impressing others,” is the explanation that was given. And the stars all seem ready to impress.

As for the collection itself, you may recognize some of your favorite pieces tweaked or embellished to reach a whole new level of k-e-w-l. The thigh-hicks rocked by Rihanna appear in gold satin and the infamous DHL tee returns in the form of an entire outfit—a matching coat and hat complete with a real package.

The lookbook is a continuation of Vetement’s move away from fashion’s conventions and over-the-top display, and ultimately, the collection of photos showcases the label’s blatantly self-aware spirit. See the full range of images below.