If the aim of the game when a brand puts on a fashion show is to fill Instagram feeds all over the world, then Viktor & Rolf can consider their couture show that took place in Paris on Wednesday mission accomplished.
The Dutch fashion house managed to catch everyone's attention, without the need for a dazzling set or an army of supermodels. Instead, its collection of rainbow-hued tulle gowns adorned with relatable slogans did all the talking.
Statements such as "Sorry I'm late, I didn't want to come" and "No photos please" took centre stage in capital letters on the bright, billowing couture gowns. All recognisable phrases which have become regular utterings in the everyday lingo of millennials.
The outcome proved to be a clever contradiction: the feminine, princess-perfect dresses contrasted brilliantly with the hard-hitting statements.
From a voluminous etheral gown stating "I'm not shy I just don't like you" to a more politically charged black number emblazoned with "I want a better world" to a short but sweet blue caped gown that simply stated "NO" in large red letters - no viral meme was left uncovered.
“All these statements that are so obvious or easy — there’s a lot of banality on Instagram and social media in general — are counterbalanced with this over-the-top, shimmery, romantic feeling,” Rolf Snoeren explained to WWD.
The genius mixture of dreamy couture dresses and humorous slogans is, predictably, already doing the rounds on social media.
Being the epitome of "Instagrammable" we're sure we will be seeing a lot more of these contemporary cool couture creations in the months to come.
Talk about making a fashion statement.
