Vetements will host secret event in LA

By

Kate Dingwall

Published
Feb 6, 2017

Vetements will be staging a surprise event in Los Angeles next week.  There are no further details as to what the event, dubbed “Vetements Dry Cleaning”, will entail.

The brand has not commented yet as to whether the event will consist of a pop-up event, similar to the brand's "Original Fakes" pop-up in Korea last year, or a runway event.

Vetements is just one of many major brands to host an event on the West Coast. Rachel Comey will show her Fall/Winter 2017 collection in Los Angeles, Rebecca Minkoff will show a SS17 see-now-buy-now collection, citing an effort to connect more with consumers as the cause for the move. Tommy Hilfiger has moved his upcoming see-now-buy-now SS17 show, trading New York for Venice Beach. 

Vetements has become known for its out-of-the-ordinary presence in the industry since the brand came to prominence three years ago. Vetements, under the leadership of Demna Gvasalia, was one of the first untraditional brands to be offered the spot at Couture Week, showing appropriated Champion hoodies and Levi’s jeans instead of the traditional gowns and extravagant embroidery of couture.

Gvasalia’s runway presentations have been just as unusual as its strategy– the Georgian designer also opts for friends and idols (designer Gosha Rubchinskiy has walked for the brand before), over traditional models.