Possibly not since the 1980s has fashion ever been this loud. Founded somewhat “late in the game,” by haus of standards, in 1993, Viktor & Rolf has swiftly established itself as the go-to label for spring after its latest runway show proved itself endlessly reflective of the current internet speak climate of the times. Sure, it used to be that t-shirts could suffice in expressing one’s combination of anger and “unique” personality, but now, as there seem to be no words at all to get across the level of over itness we’re all at, Viktor & Rolf has given us a way to spell it out on an even grander scale: couture gowns with giant lettering that says everything we simply don’t have the effort to anymore.
From classic memed messages like, “Sorry I’m Late, I Didn’t Want to Come,” to more empowered ones such as, “I Am My Own Muse,” the Amsterdam-headquartered brand spared no expense on exclamatory phrases with no exclamation point needed to drive home the point that Fiona Apple made long ago: “this world is bullshit.”
Delighting crowds with its concurrently ironic and totally unironic concept, Viktor & Rolf has quite possibly single-handedly set the tone for what fellow high fashion names need to come correct with in 2019 and beyond: far more literal snark. Because, in the end, if you’re not hitting people over the fucking head with a mallet (in the style of Joe Goldberg [Penn Badgley] on You) with what’s limitedly going on behind those eyes of yours, then how are they ever going to know? Since it’s damn sure that they’re certainly not going to pause long enough from their telephone and/or natural state of twenty-first century narcissism to actually attempt to draw you out and get to know you.
As for other declarations, including “Get Mean” inside of a doily-like heart shape and “Go Fuck Yourself” (also in hearts, of the Valentine candy variety), it seems as though V&R is determined to give us all the best mirror of ourselves as we are in the present internet age, where being as vocal as possible thanks to the safety of hiding behind a screen has made what we’re saying all the more meaningless. At least in terms of taking the phrase “Leave Me Alone” with a grain of salt (people just secretly want their barriers broken down when they say shit like that, right Joe Goldberg?).
So thanks, Viktor & Rolf, for making it so expensively easy to express yourself and not repress yourself.
