Vetements utilised their cultish cool to tackle the touchy subject of overproduction heads on. In an attempt to raise awareness about the problem of overproduction, the brand took over four windows at the London luxury department store, Harrods.
The windows feature stockpile installations of clothes donated by Harrods’ four-thousand employees as well as original Parisian donation bins for charity, a regular occurrence on Instagram due to the “Vetements” logo featured on their fronts. The mounted clothes represent mass production and consequently its unnecessary strain on resources.
CEO Guram Gvasalia said: “For brands to become more sustainable today, they need to do one simple thing: have their supply meet their demand. It’s like throwing away food in a world full of hunger. Our planet is sick because of us, because we want more and more and more, without thinking of generations to come.”