is a project which questions the originality of things that are branded and those that aren’t. Does everyTHING have to be branded to be original? What does making original art, reproducing the art-work, and signing the work mean today? Does the work need to be signed to be original?
Should we consider artworks of the artist as a brand product of the branded artist? To which extent is something an inspiration, appropriation, original, or fake and how does our value system work within these strata?
French clothing brand VETEMENTS has been putting up cutting edge question on fashion industry, which oftentimes are proposed through a brilliant twist. One of their past projects, <Official Fake> was held in South Korea, where production and consumption of copy products of named labels are rampant.
There, the head designer and the anonymous team has bought their own copies, readjusted some parts and sold it back with the original price as a special event exclusive to South Korea.
"Luxury isn’t about price anymore," said Gvasalia. "It’s about scarcity." –W Magazine
Alongside many copy products lies also a named parody label, VETEMEMES. VETEMEMES raincoat is almost similar in its design, but the price is $59, being 1/10 of raincoat from VETEMENTS.
VETEMENTS has issued the most chill statement in regards to VETEMEMES to the New York Times.
"Vetements will not be filing any lawsuits over the Vetememes raincoat and hope that he has enjoyed making his project as much as we do making our clothes," Demna Gvasalia said.
– New York Times
Regardless of Vetements’ chill approach to appropriation when it comes to their own brand- which is also something new-, it is undeniable that our market industry still rotates around the who-signed-it –first-game.
“You can sign VETEMENTS, VETEMEMES, or whatever, but it does seem a bit absurd for me that you need to sign something to make it original. That an original needs a logo.. that an original appropriation.. VETEMEMES raincoat would come with a VETEMEMES tag..I thought many, if not all were over this logo craze like a decade ago..apparently not..
If all the credit for the *originality* goes to the one who sign the piece, so does money. So... no logo, no credit, no credit, no money..?
So…Where does *inspiration* stand, when the outcome and inspiration is so closely knitted? Think about morocco- inspired patterns for example…It’s free for companies to take the aesthetics from Moroccans but it probably cost to take the aesthetics from the company…
Of course this isn’t always the case..(I hope).. but it sounds to me that you can basically tell people that you are inspired by something and get away with it without paying them. Um..
So . . . If I were to make VETE’AIN’T , or VETEMANN per se, which I believe is already out there somewhere.. maybe.. the tag behind your neck.. which probably wouldn’t even be visible in most cases.. will determine its value?
Ok..Nuf said about logos.. But think this..if there are 500 VETEMENTS and 1 VETEMANES, which one is more original? ”