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Vetements to do couture on its own terms

FashionBy Sunday World
Vetements to do couture on its own terms

Couture pieces will be featured at Vetements' upcoming runway show.

The ready-to-wear brand, which is known for its streetwear and androgynous garments, is set to show at Paris Couture Week in July (16), after being granted a guest membership by the French fashion industry’s governing body, the Chambre Syndicale de la Haute Couture.

Bucking tradition, the label will present both womenswear and menswear side by side at the runway event, though fans of the up-and-coming label should anticipate further surprises.

"The brand has already shown fall," a spokesperson for the company told WWD. "The collection will involve different elements including some Vetements interpretations of couture."

The spokesperson also indicated that the new garments will be available on the normal delivery schedule, and will not run on a see-now-buy-now timeline, which the label has been advocating.

Vetements, which is run by Balenciaga’s artistic director Demna Gvasalia, participated in the fifth annual Vogue Festival in London last weekend (21-22May16), where Gvasalia revealed that his new collection will be very innovative and won't include any traditional gowns.

Instead, fans should expect to see "ordinary" garments which "look simple, but (are) actually quite complicated," he said, according to "The definition of couture hasn't changed in 70 years."

Paris-based Vetements has fixed the fashion industry’s attention of late, landing more than 200 stockists in less than three years and routinely selling out of quirky basics such as hoodies, DHL-branded T-shirts and reworked denim.

Accordingly, Gvasalia is determined to keep the brand's "it" status for as long as possible.

"We're thinking about restructuring," he noted, without offering any further details. "Very quickly you can go from being the brand everyone wants to speak about to the brand that everyone gets tired of."

Before showing at Paris Couture Week, Gvasalia will debut his "masculine vision" for Balenciaga, with a menswear runway show during Paris Fashion Week in June (16).

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