Why Is Everyone Obsessed With This French Brand?

You've never seen a lookbook quite like this.

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A model walks the runway during the Vetements fall 2016 show at Haute Couture Fashion Week in Paris. Photo by Richard Bord/Getty Images
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Vetements is a French brand that espouses pure hedonism under the guise of leisure wear. Vetements puts the words "May the Bridges I Burn Light the Way" on a sweatshirt, and charges $1,000 for it, because it can. Because Whoopi Goldberg will buy and wear that sweatshirt in public.

Zoe Hordies poses wearing a Vetements dress before the Koche show at the Passage de la Canopee during spring 2017 Paris Fashion Week. Photo by Vanni Bassetti/Getty Images

Recently, Vetements took a team of models and photographers to a chateau in the French countryside and spent a debauched weekend shooting their latest lookbook, Vetements Summercamp. No one slept for three days, and water was only consumed from plastic bottles. Maybe. We weren't there. Still, we've gone through a selection of photos from Vetements Summercamp and reconstructed a narrative of our own.

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"Liberté, egalité, fraternité, Vetementsté."

"It's fine, I just thought the sweatshirt would be smaller. But it's OK. XXS is fine."

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"So, the person written on the sticky note on my head is a man and 'the greatest composer in Western history,' but it's not Mozart?"

"I can just tell that right now, somewhere else in France, a girl wearing more pink is sitting in a pinker bathroom than this, and it makes me wonder if I'm really free."

"Just make sure you caption this Portrait of a Woman Who Has Just Discovered That a Center Part Is More Powerful Than a Side Part While Wearing a Velour Dress With One Sleeve at 3 A.M. Got it?"

"In the end, I realized, a buttoned shirt is just a sartorial prison."

"All my misfortunes come from having thought too well of my fellows."

"When I said I was going skinny-dipping, it wasn't an invitation."

"That my boots match this pale ale is just one delightful coincidence in a series of many other delightful coincidences in my life."

Vetements Summercamp (IDEA Books) will be available starting October 3 on ideanow.online.

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