Kim Kardashian’s wild look at Balenciaga’s Fall 2022 show has faded into classic Kim Kardashian’s wild look (see also: her 2021 Met Gala veiled moments, and her ode to Marilyn Monroe a year later). But when Gigi Hadid showed up in a similar yellow wrap dress at Vetements’ Spring 2025 show at Paris Fashion Week, it reminded Le Bourget of Kim ASMR.
Hadid later walked the Victoria Beckham show wearing a ‘buy now’ Atonement green dress and later rocked the Guram Gvasalia show in a clockwork mini dress, a collaboration with J Bellevue, in collaboration with Travis Scott. It’s a powerful reminder that the Gvasalia brothers (Demna and Guram founded Vetements in 2014, Demna left in 2019 to pursue Balenciaga full-time) are a daily source of inspiration. After all, it was the siblings who first revolutionized the traditional fashion show format with their Spring 2017 coed show, which consisted entirely of collaborations with Hanes, Champion, Levi’s, Dr. Martens, Eastpak and more.
The Vetements x DHL collaboration is actually reminiscent of the spring 2016 show, when Russian designer Gosha Rubchinskiy wore a baggy yellow T-shirt with a red postal service logo on the runway. At the time, it caused a media uproar, as armchair critics objected to the appropriation of profits from the mansion to a modest company (these seemingly harmless T-shirts, they noted, retailed for around $300). Even though Demna said it was just a joke, that didn’t stop him from linking it to Balenciaga in an equally cheesy way. (A Scotch tape-like bracelet, which sold in the thousands, sparked another craze earlier this year.)
“Gigi’s Bandage Dress” is just the latest in the brothers’ product placement game. Last season, during his return to Paris Fashion Week after a two-year break, Guram launched an oversized T-shirt that read “Not Mom’s Favorite” across the chest, along with a note about that family drama, and other indirect mentions. As Luke Leach said in his review of this season’s Esquire show, “You can pick apart [Hadid’s look] yourself: The Gvasalia legend continues.”
