VETEMENTS and MatchesFashion.com create an “official fake” capsule collection sold at one big garage sale


BY MARISSA TORSIELLO

Vetements take the ‘fake it to make it’ strategy to a whole new level drawing crazy crowds at their “Official Fake” pop-up shop during Seoul Fashion Week.

The fashion brand designed by Demna Gvasalia, who is also the creative director of Balenciaga, launched a garage sale in partnership with MatchesFashion.com showing off their perspective of street-inspired luxury fashion. Their “Official Fake” capsule collection, featured a remix of signature pieces from Spring 2015 to Fall 2016 tailored for the Korean market,especially knocking themselves off, thus the ‘fake’ concept pop-up shop.. Right before Seoul Fashion Week occurred, the label had the launch of their “garage sale” in an industrial warehouse on the outskirts of Seoul, where they sold a one-time-only collection.vetements-seoul-garage-sale-the-impression-012

Tailored to the customers fast pace and ever-changing needs and wants, the label worked with Matches to customize items from past seasons, offering the most-liked trends and tastes. Vetements did this by considering Korean fashion’s liking for logo hoodies and reworked denim and slightly altering their previous pieces for the “fake” look. For example, their popular patch jeans were turned inside-out, giving it a different yet original look.

It’s flattering. I think it’s good to see, because it means that you’re relevant and that people want it. I just don’t like when people try to sell fakes saying it’s real. That’s not right.

- Demna Gvasalia, CEO of Vetements

vetements-seoul-garage-sale-the-impression-001Vetements also used this event to launch their collaboration with Reebok and sold the trainers they created for the first time ever. Inside the warehouse were racks of logo hoodies, heavy metal-inspired T-shirts, raincoats, the lighter heel sock boots and more.

The Impression loves a great garage sales, especially one that draws a crowd, expands a brand outside of it’s home territory, augments a fashion week, and elevates its international exposure. This capsule collection of iconic pieces redesigned in an eccentric way shows that how sometimes even a fake can be an original.

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Location
Seoul, Korea