The Off-White™ meme-bag

The third day of the Paris Fashion Week concluded with the Off-White™ fashion show, without one of the great protagonists: the Creative Director Virgil Abloh, who in recent days had announced to want to take a break from fashion.

The new SS20 collection designed by Abloh seems to be conceived as viral content, to be shared on social networks, waiting for it to arrive in stores in six months.
Rick Owens' alien women yesterday were joined by Off-White™ looks, designed for their scenographic nature.
The concept of holes in clothes, trousers and shoes, as well as the use of ropes, may have been too reminiscent of the Craig Green show for the SS16, but what attracted the most attention were the bags, pierced and worn like bracelets. A singular choice that first of all cancel the main function of a bag, demonstrate the great knowledge of Virgil in how to use the language of communication of the social media to enhance fashion items, whether it's Off-White™ or Louis Vuitton.

The collection is part of that process of "memefication" that in the last year has brought the concept of virality more and more into the creative process of designers. In January, Viktor & Rolf had paraded clothes with oversized slogans, while Jacquemus presented his "Le Ciquiti" bag, useless in practice but perfect for breaking Instagram.
After years of minimalism, interrupted by the disproportions of Vetements and the logomania, in the last seasons, we have seen elaborate clothes, built for unstable and disharmonic structures but which are finding success on the net.