It’s been two years – a lifetime in fashion – since the first Vetements x DHL Express collaboration. Instead of floating away like another catwalk fad, this relationship has lasted.
Demna Gvasalia has been busy. Alongside his brother Guram, he caused a fashion earthquake in December 2015 after launching Vetements in Paris, the high-end fashion house that saw models taking to the catwalk in inky Doc Marten Boots and banana-yellow cotton tees emblazoned with the DHL logo – retailing for US$300. Gvasalia uprooted the sedate and at times snobbish culture around Fashion Week, turning his back on venues like Le Grand Palais for the basement of Le Depot, a renowned sex club, and Le Président, a garish Chinese restaurant. And where competing brands used the latest hot face, Vetements cast people with no modeling experience to promote its pieces.