From the very beginning, Vetements connected with fashion lovers not because of how different it was, but because of how oddly familiar it is. Demna Gvasalia and his radical collective of European designers are primarily interested in the ways that mainstream products have been co-opted and used by various sub-cultures as signifiers, protectors, and weapons.  Demna will tell any interviewer that asks that Vetements is not a “conceptual” brand; that it’s really “just about clothes,” as the brand’s name would lead you to believe. But the fact of the matter, the “just clothes” mantra is conceptual in and of itself. Demna, and stylist Lotta Volkolva, use the identities of clothes to extrapolate ideas from them: a hoodie sized to this means X and jeans with this particular cut mean Y. It’s almost like the viewer or the wearer can project his or her own ideas onto the clothes, like a blank canvas. The skinhead and his bomber jacket, the DJ and his tracksuit, the model and her stilettos: Vetements constantly finds new ways of looking at products we’ve seen, and probably worn, 1000 times. Click here to read more.