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.
Read Our Interview With Filmmaker Danny Sangra On Working With Metallica For Brioni's New Campaign →
Metallica is a quintessential American band. However, there is nothing American about Brioni (an Italian menswear brand founded in Rome in 1945) and there is nothing American about its new creative director Justin O’Shea (a former womenswear buyer who hails from Toowoomba, Australia). So, its interesting and very bold that O’Shea would ask the heavy metal band if they would be the new face of Brioni, a stale brand that he hopes to reinvigorate with a bit of American cool and muscle car masculinity, mixed with Brioni’s lineage of tailored Italian gentlemanliness. Today – Independence Day – also happens to be the same day that O’Shea is showing the first collection under his direction during Paris Couture Week. Brioni has also released the first of a series of short films directed by a London-based filmmaker Danny Sangra. Most of the films star O’Shea as a caricature of himself, which Sangra has written to perfection. The character could be described as exigent, obtuse, out of touch, and self obsessed – everything that you may expect from someone so entrenched in the fashion world. In Brioni’s standout film – starring James, Lars, Kirk and Robert – O’Shea plays a ditz who has no idea who Metallic is. It’s silly and ridiculous, but fun and Sangra is too talented of a filmmaker to not pull it off. We got a chance to ask Sangra about the new Brioni campaign, collaborating with the brand’s new creative director and what the hell it was like to work with Metallica. Click here to read more.