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Vetements sends message of overconsumption through Saks Fifth Avenue windows

Last week we saw Stella McCartney highlighting the issues of consumerism and waste with a campaign set on a landfill site, now Vetements is taking that concept to the windows of Saks Fifth Avenue.

The Vetements windows at Saks Fifth Avenue
The Vetements windows at Saks Fifth Avenue (Image via @experiencethebigapple)

Last week we saw Stella McCartney highlighting the issues of consumerism and waste with a campaign set on a landfill site, now Vetements is taking that concept to the windows of Saks Fifth Avenue.

The brand has filled several windows of the New York flagship store with a pile of unwanted clothing that will continue to amass every night through August 10. The Instagram-worthy idea from Vetements’ head designer Demna Gvasalia is intended to represent the notion of overconsumption in fashion.

On Instagram, Saks called it a “bold statement by Vetements calling us all to offset the excess in our lives”.

All of the pieces have actually either been donated by Saks employees or are out-of-stock merchandise. There are also hangers, street signs, shoes and loose plastic heaped up.

There just isn’t any actual Vetements clothing, which given the alternative nature of the brand, doesn’t come as a huge surprise. It also recently said it would no longer stage fashion shows or showcase its new collections in the traditional way.

At the end of the windows exhibit, the pile of clothes will be donated to RewearABLE, a New York-based clothing recycling programme designed to provide sustainable employment for adults with developmental disabilities.


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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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