Vetements release EU flag-branded hoodie
Leave voters, brace yourselves.
Popular fashion label Vetements have released a hooded sweatshirt in the style of the EU flag.
Available at Browns for £750, the flag sweatshirt is evidently intended to appeal to Remain voters, with the product description reading: “this blue and yellow Vetements flag printed hooded sweatshirt will Remain on your back all season.”
The Parisian label, headed up by Swedish brothers Guram (CEO) and Denma Gvaalia (creative director), is known for making waves within the fashion industry for its innovative twist on commonplace aesthetics and is favoured by a string of celebrities, including Kendall Jenner and Rihanna.
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Who knew that 12 gold stars could become such a sartorial hit? Études, another Parisian label, released a similar EU-inspired sweatshirt earlier this year, featuring the circular logo on the front.
At a far more affordable cost, the 'Etoile Europa Union' sweatshirt comes in at just £141 on Farfetch.
Hailed earlier this year by the Business of Fashion for finding “the extraordinary in the ordinary”, Vetements' latest statement design follows a string of subversive and, often social commentary-inspired, pieces such as the infamous DHL logo T-shirt, which, despite it’s hefty £185 price tag, became one of last year’s most sought-after garments.
“Once there is a logo or print or something recognisable, people want to have it because [it makes them] part of a group of people,” Denma explained in an interview with Refinery29.
“It’s kind of a social message for them. It’s communication: You wear that, and it means you follow certain things, you understood certain things that others don’t. That’s how it works with younger generations," the Georgian-born designer explained.
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It’s an aesthetic that Denma Gvasalia has integrated into his collections at Balenciaga, where he has been creative director since 2015.
The prestigious Italian label caused a media storm in April when they released a blue leather tote bag which bore an uncanny resemblance to the carrier bags given out at Swedish retailer Ikea.
With Balenciaga charging a staggering $2,145 (£1,649) for their unconfirmed interpretation of the basic utility-turned-must-have-accessory, the 99 cents version at Ikea quickly became fashion’s most purse-friendly steal.
