People who’ve never heard of Vetements will have probably stared rather suspiciously while passing by Saks Fifth Avenue. Instead of well-dressed mannequins they faced a mountain of worn clothing in the window. Idea behind the stunt was that they want to raise awareness of the excess in our lives. The Vetements and Saks team gathered old clothing from employees and used old merchandise to create the “mess”. At the end of the installation, everything will be given to RewearABLE. A clothing recycling company designed to provide sustainable employment for adults with developmental disabilities.

The excess in fashion industry

As you can read in our review about “The True Cost”, fashion business is one of the most polluting industries worldwide. Number 2 to be exact, right after oil. We consume around 80 billion pieces of clothing each year. That’s an increase of 400% compared to 20 years ago. Let’s say that “think before you buy” is a sentence to remember.

You might think that this stunt is just another way to promote the label. And in a way it is. But if there’s one brand that’s perfect to spread this message, it must be Vetements. Demna and Guram Gvasalia are constantly questioning the industry in more than one way. So it was basically just a question of time before they went to mess up Saks’ window.

"Fashion is a very dirty industry. Deadstock in the US amounts to $50bn every year. After the oil industry, fashion is the second-biggest polluting industry in the world. Fashion chief executives scream about sustainability, and how they plan to cut carbon emissions by 40 per cent and reduce environmental impact by 50 per cent in every interview. But none of those brands seem to understand that a much easier solution is just in front of them. Preventing overproduction in the first place would have an immediate effect on reaching those sustainability goals. The industry talks about conspicuous consumption — buying for the sake of buying — as the reason behind the growth in the luxury segment. But brands are producing more product than there is demand for. I call it conspicuous production, producing for the sake of producing and artificially inflating the numbers." #VETEMENTSxSAKS @financialtimes

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