The brand takes Seoul Fashion Week with the mother of all pop-up shops – here’s what went down
Over at Seoul Fashion Week, Vetements have teamed up with luxury fashion retailer Matchesfashion.com to put on a warehouse sale, selling an exclusive capsule collection inspired by the large amount of fake Vetements in South Korea. True to form, the brand’s event defied convention. To keep you in the know – we’ve drawn together a quick guide to what went down.
IT WAS HELD AT A BIG WAREHOUSE
Glitzy boutique? Glamorous shopping mall? Think again. Vetements decided to hold the sale in a big factory on the outskirts of Seoul – a location which was revealed only the day before the event. 2,500 pieces were up for sale, hung on simple clothes rails.
THE QUEUES WERE MASSIVE
THEY SOLD AN ‘OFFICIAL FAKE’ COLLECTION
Doused in a greenish light, the ‘Official Fake’ capsule collection saw the brand reinterpret its own pieces as fakes. A tongue-in-cheek response to the large amount of counterfeit Vetements on sale in South Korea, the range featured one of the brand’s iconic hoodies (see above), along with its raincoat (which reportedly sold out in 20 minutes), heavy metal tee and lighter heel sock boots.
It’s not the first time the brothers have demonstrated their laid-back attitude towards fakes – Demna responded to Vetememes by saying, “Vetements will not be filing any lawsuits over the Vetememes raincoat and hope that he has enjoyed making his project as much as we do making our clothes.”
THE REEBOK TRAINERS
Vetements also used the event to launch the trainers they made in collaboration with Reebok for SS17. Representing a twist on the footwear brand’s Instapump Fury model, they come in white while other variations (yet to be released, but modelled here by G-Dragon) are decorated with permanent markers).