• Why no one else buys hoodies for $ 500

    Vetements, spring-summer 2016

    Vetements, spring-summer 2016

    Instead of gaining buyers and popularity points due to creative and unusual design of clothes, the brothers began to move from the opposite, declaring that the most luxurious thing today is to be easier, go down to the masses and dress like poor and uneducated guys from urban suburbs. This populist "be like everyone else" was deciphered in practice in sweatshirts with "Titanic", cheap shiny boots, stockings and jeans with raw edges at the price of a mink coat. But in 2015 it was still too early to criticize, and in 2016 it seemed to be too late: all the mods literally “hooked” on the Vetements gop-stop wave, sweatshirts announced almost new “little black dress”, and Demna Gvasalia miraculously headed the fashion house Balenciaga and introduced into the DNA of this brand with a respectable historical past a fatty piece of proletarian chic and absurdity (what are some boots with euro bills!). Of course, again, for a lot of money.

    Balenciaga, spring-summer 2018

    Balenciaga, spring-summer 2018

    Around last year, it was already clear that in the fashion industry a certain rift had occurred: the world was divided into fashionable people with taste - those who still clearly distinguish flies from cutlets - and those who wear expensive, awkward clothes like French ones station clochards. The first, when viewed from the side, every year more and more looked like idiots: time passed, the prices for sweatshirts did not fall, the sneakers became more and more ugly, and the new collections of Gvasalia, Rubchinsky and others - more and more “innovative”.

    And at the end of March of this year, the scheme began to slowly crumble: the authoritative resource of Highsnobiety reported that sales of Vetements fell by 60–70% and that the brand is no longer interesting for retailers. The Gvasaliya brothers rushed to deny the rumors, but it’s difficult not to believe in them, possessing a sense of logic: if you do the same things year after year at inflated prices, then one day this monotonous hype around steep marginals will get boring for everyone. Then Gosh Rubchinsky, or “one of the most recognizable Russian designers in the West,” announced the closure of his brand. The fact that we lost is the brightest of all and better than any words, photos of this year’s Gosha Rubchinskiy spring-summer collection speak, and it becomes not so sad anymore.

    Gosha Rubchinskiy, spring-summer 2018

    Gosha Rubchinskiy, spring-summer 2018

    Gosha Rubchinskiy, spring-summer 2018

    Gosha Rubchinskiy, spring-summer 2018

    It seems that such is the fate of fashion brands in the era of Instagram and “viral” advertising on social networks: he pretended to be a freak, shouted about himself, raised all the magazines on his ears, became friends with Kanye West and Jared Leto and seemed to be interested in his people. But then all the couple of years they talked about you, made repost and already depressed looking for something more original.


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