Stylist Lotta Volkova is the brains, the muse, the collaborator and the model of selection for Vetements, the cult eastern European decorators currently shaping manner. Meet the woman of the moment
People are already calling it the way moment of 2016. In Galeries Lafayette, an upmarket department store in Paris, cult label Vetements, purveyor of elevated streetwear, is staging its latest rule-breaking collect. The brand is opening staid old couture fashion week with a display featuring genuinely unexpected collaborations with various other fashion labels waist-high Manolo Blahnik boots, rejuvenated Juicy Couture tracksuits and models with a haute level of scowl. But it is when stylist Lotta Volkova strides past on the catwalk, modelling a floral white and blue Vetements dress, with a dismissive hand holding the corner of a white clutch bag, that the front rows iPhones are raised in unison. Because thats the picture. Lotta Volkova modelling the Vetements dress that self-consciously references the Vetements appear. In an industry that constantly seeks to label things cool, Lotta Volkova has just been crowned as the coolest woman in the world.
Volkova is arguably fashions most in-demand creative. She is stylist and muse for the Vetements collective, the Paris-based group of decorators currently subverting the barriers between streetwear and high fashion. She consults for manner home Balenciaga on the casting and catwalk indicates where Demna Gvasalia is creative director. She also works with her friend, the menswear decorator, Gosha Rubchinskiy and a raft of other labels. She somehow squeezings in editorial shoots with the likes of Juergen Teller and DJs at her friends fanzine launchings. Volkovas is a seven-day running week.
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