Avant-garde French fashion label Vetements, comprised of a collaboration of designers led by Demna Gvasalia, took its Spring 2017 collection to the catwalks of Paris for haute couture fashion week. The presentation showcased its unconventional collaboration with Levi’s and 17 other heritage brands synonymous with various wardrobe staples.
Gvasalia recently told The Cut that the “the idea was always to take the iconic, the most recognizable product from their brand, and put it into a Vetements frame, whether in terms of shape or construction.”
The relationship is a fitting one since Vetements broke into the fashion zeitgeist with its take on jeans. The Vetements x Levi’s denim collection resulted in an edgy take on Levi’s jeans and Trucker jackets in blue, black and corduroy.
“I think the Vetements jeans work because they are grounded in the authenticity of Levi’s,” said Jonathan Cheung, head of design at Levi’s®. “Our realness provides the familiar human connection to Demna’s experimental shapes and proportions.
“We’re seeing a new generation embrace Levi’s,” Jonathan said. “This collaboration with Vetements very much confirms that.”