£3K for a knot?

Grazia (UK) - - 10 Hot Stories -

FASH­ION IS NO STRANGER to the per­ilously high price tag. But even those of us who’d se­ri­ously con­sider re­mort­gag­ing our homes to get hold of some Her­mès ( joke – kind of ) might wince at the lat­est re­lease from archdis­rup­tors Vete­ments: the £2,890 string bag. Ouch. The lat­est quo­tid­ian ob­ject to get a high-fash makeover cour­tesy of the Gvasalia broth­ers (creative di­rec­tor Demna and CEO Gu­ram), the bag fol­lows in the foot­steps of the la­bel’s £1,100 re­pur­posed Levi’s and the £750 hood­ies.

Is it wo­ven from unicorn hair? No. Does it also in­vest in an ISA for you? No. So how on earth can you ‘jus­tify’ that ex­tor­tion­ate price tag? Yes, it’s made in Italy from qual­ity ma­te­ri­als, but the real value of Vete­ments items is down to their fully fledged col­lec­tor’s items sta­tus. This is about re­defin­ing what mod­ern lux­ury looks like, pok­ing fun at it even; there’s no deny­ing Demna knows how to gen­er­ate at­ten­tion – he’s got us talk­ing about a string bag for good­ness sake. And you can’t put a price on hype af­ter all.


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