Without fail, every fashion show season throws up an It item, something that's spotted on every major street style star out there.
This time it's Vêtements denim. We've seen them on everyone from Miroslava Duma to Camille Charriere.
What's so special about these jeans, noticeable for their raw, stepped hems?
Well, each pair is unique and takes six hours to create by hand at the brand's Paris atelier.
"The jeans are special as they are actually two pairs of vintage jeans that the design team sourced and reconstructed together," says Natalie Kingham, buying director at MatchesFashion.com. "They removed the pockets and the dark patches on the rear give the illusion of lifting the buttocks so they are very flattering."
Unfortunately, uniqueness comes with a price tag: £800 ($1,133).
But even that doesn't seem to be putting people off. MatchesFashion.com sold out of the blue denim pair in a matter of days (they hope to get another batch in June), as did Net-a-Porter.
In fact, the brand in general has been all over the streets of New York, London, Milan, and Paris over the last few weeks.
As well as denim, the brand's hoodies have proved particularly popular with the fashion crowd–with one style particularly ever-present.
The 'Coming Soon' oversized hoodie (£355 or $503, seen above on Selfridges buyer Tiffany Hsu) features a still of Jack and Rose (Leonardo DiCaprio and Kate Winslet) from 1997 film Titanic. Combine that with Leonardo DiCaprio's Oscar win earlier this week, and you've got the a sartorial serendipity perfected. It's now sold out.
It might all seem like a lot of fuss for some old Levi's and some slightly tatty-looking hoodies, but Vêtements seems to have captured the fashion zeitgeist, big time.
Founded by a collective of unknown designers as a 'side project' alongside day jobs at brands like Louis Vuitton and Maison Margiela, it's only public face and head designer is Georgia-born Demna Gvasalia.
Last year, he was announced as the new creative director of Balenciaga, succeeding Alexander Wang. He showed his first collection for the storied fashion house at Paris Fashion Week on Sunday, March 6, while Vêtements revealed its latest collection on Friday.
ELLE UK's Senior Fashion Editor Michelle Duguid thinks the beauty of Vêtements lies in its off-beat simplicity and collective mentality.
"They make clothes you actually really want to wear," she says. "For a while, everything in fashion has been very corporate, but Vêtements is really anti-fashion, very anti-establishment. I wonder if, when we're all feeling like the world's not very nice, that to hear there's a collective of people all working together becomes very appealing."
$1,133 jeans and $503 hoodies may be out of reach for the majority of us, but the good news is that Vêtements' impact has been such that it's already trickled down to the high street, so prepare to see a lot of raw denim. Not bad for an independent underground brand, eh?
