During Paris Fashion Week on March 1, Guram Gvasalia orchestrated a remarkable runway show to celebrate the 10th anniversary of VETEMENTS. With a star-studded audience that included Michele Lamy, J Balvin, and Cher, the brand aimed to reclaim the industry’s spotlight with their Fall/Winter 2024 collection, which they claimed to be the most authentic representation of themselves.
Described by the brand as an experience that would make you “feel,” “say WTF,” “think,” “gossip,” “powerful,” and “forgive,” the collection succeeded in eliciting various reactions. The oversized suiting made a bold statement, while coats adorned with teddy bears left many in awe. Massive, rounded sweatshirts featuring the phrases “Team Jolie” and “Team Aniston” sparked curiosity and referenced past drama between two influential actresses, likely covered in gossip magazines. Alton Mason’s dark velvet suit added an air of intrigue with its unique fabric.
Every piece in the collection, from swallowing overcoats to graphic T-shirts, showcased an emphasis on size and striking design. Imagining these gargantuan creations on the red carpet at upcoming awards shows was effortless. The line tastefully adhered to elevated dress codes with sparkling suiting, figure-flattering gowns, and satin tuxedo-like silhouettes. Yet, it maintained its signature streetwear edge with utilitarian outerwear and the latest addition to the designer’s playful jabs, the “Not Mom’s Favorite” T-shirts, aimed at his brother Demna.
Guram Gvasalia ensured that VETEMENTS would not be forgotten, bringing the drama and leaving a lasting impression on the audience.
