When Demna Gvasalia, head designer of VETEMENTS, announced at the beginning of June that the fashion collective was no longer holding any fashion shows, we figured that the super-involved creative director had bigger plans for the presentation of his next collections. The result is pretty much what you would expect from the street-focussed, “real people”-obsessed brand : shot by Demna himself, the pictures for VETEMENTS’ SS18 collection – both men and women – feature random city dwellers spotted by the designer in the streets of Zurich, where the brand is now based.

All ages, all sizes, all ethnicities. We love the cosmopolitan vibes of the pictures, that were presented in Paris during the men’s shows last weekend, as well as the clichéed “fashion” poses the models were asked to emulate, picked from a book of fashion pictures Demna showed each one of them before taking their portrait. The result is fresh, a little grungy, and actually quite funny – some of the pensioners, decked out in VETEMENTS SS18, really go for it. A refreshing take on fashion lookbooks, and further proof that Demna Gvasalia and his team are slowly reshaping the fashion industry from the inside.