I Spy: The Surprising Fashion Brands Spotted at the Vetements Couture Show

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“Ugly is attractive, ugly is exciting… the investigation of ugliness to me is more interesting than the bourgeois idea of beauty. Ugly is human.” – Miuccia Prada

“I think there is beauty in everything. What ‘normal’ people would perceive as ugly, I can usually see something of beauty in it.” – Alexander McQueen

“A little bad taste is like a nice splash of paprika. We all need a splash of bad taste – it’s hearty, it’s healthy, it’s physical. I think we could use more of it. No taste is what I’m against.” – Diana Vreeland

The fashion industry is currently witnessing a revolution and is moving away from the strictly luxurious and glamorous world it used to be. The new season’s aesthetic is not pretty, and that’s in part because of Demna Gvasalia, the Georgian-born fashion designer behind Vetements. The highly talked-about streetwear brand rose to fame in Spring 2016 when it collaborated with shipping giant DHL, turning a bright-yellow logo tee into a veritable cult item.

This time around, as a guest designer for Fall 2016 Couture Week, Gvasalia continues to push the boundaries of fashion and disrupt the traditions of couture by teaming up with not one, not two, but 18 unlikely fashion and accessories brands such as Juicy Couture, hosiery brand Hanes, and sportswear brand Eastpak. Whether you’re on board with this new revolution or not, it’s still interesting to see the outcome. Today, we’re going to play a little game and spy on some of the fashion brands we spotted at the show. How many of them come as a surprise to you?

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