Cult fashion label Vetements are taking the idea of 'brand collaboration' to a whole new level, commissioning 18 different brands to design their entire spring/summer 17 runway collection.
The collection - which will show in Paris next week, two months ahead of schedule - will feature the work of Levi's, Comme des Garçons, Dr. Martens, Reebok, Manolo Blahnik and Juicy Couture (among others), who will design a Vetements-inspired spin on items deemed 'signature' to their brand.
"The idea was to take the iconic, the most recognisable product from their brand, and put it into a Vetements frame," Demna Gvasalia, the brand's unofficial creative director (officially, they're a collective of semi-anonymous designers) told The Cut.
Cue: evening dresses made from the velour Juicy Couture use to make their iconic tracksuits, "destroyed" pairs of Manolo Blahnik heels and crumpled, oversized Brioni tailored jackets.
The idea behind the mass-collaboration, according to Gvasalia, is that no single brand can do multiple products "perfectly"; instead, they can create one "perfect" signature product, like the perfect bomber jacket (Alpha Studios), or the perfect pair of work pants (Carhartt). “We realised that the horizon of technical possibilities for design are much larger when you work with people who have this kind of know-how" - is how Gvasalia puts it.
The fruits of their collective labour will be revealed on Sunday July 3 at Paris' Galeries Lafayette, and we are very much looking forward to seeing it.
Via Harper's Bazaar Australia