Vetements to host mystery show in Los Angeles

French fashion label Vetements will be staging a surprise event in Los Angeles next week.  There is no news as to what the event, called “Vetements Dry Cleaning”, will entail.

The event will fall on February 9th, right in the middle of New York Fashion Week, leading fans to believe that this will be the showing of Vetements’ latest collection. To reinforce that guess, Vetements is not listed on the Paris Fashion Week schedule for March, where the brand usually shows.

If Vetements is indeed staging its Fall/Winter 2017 show in Los Angeles, it won’t be the first major brand to move its show to the West Coast. Rebecca Minkoff and Rachel Comey will show their Spring/Summer 2017 collections in Los Angeles, citing an effort to connect more with consumers as the cause for the move. Tommy Hilfiger will be moving his upcoming presentation from his usual New York showing to Venice Beach.

Vetements has become known for its out-of-the-ordinary presence in the industry since the brand came to prominence three years ago. Vetements, under the leadership of Demna Gvasalia, was one of the first untraditional brands to be offered the spot at Couture Week, showing appropriated Champion hoodies and Levi’s jeans instead of the traditional gowns and extravagant embroidery of couture.

Vetements secret show in LA February 2017