I hate boxes and I hate labels and I hate being labeled and placed in a box. Society, the internet, and the world in general loves doing that, because it feels safe this way.
Since December 2021, Demna uses only his first name, distinguishing an artist title from a birthname and therefore separating creative work from personal life. In all press going forward, he chooses to be referred to simply as Demna.
One needs to have courage and persistence to truly assume their identity and who they really are. Every day becomes a battlefield to defend this unique identity. And the more you try to be yourself the more you get punched in your face. But how great it is to be different from one another.
The challenge is to get up and keep walking towards your true self after you have been beaten up and knocked down.
Fashion loves boxes and labels more than anything. Luxury, not luxury, street, couture, good, bad, buzz, viral, all the same, who cares. Putting luxury fashion into the box of polished, exclusive, and visually expensive is limited and pretty old school. Individualism in fashion is downgraded to pseudotrends dictated by a post in stories of some celebrity of the moment.
I’ve decided to no longer explain my collections and verbalize my designs, but to express a state of mind. Fashion is a visual art and all we need is for it to be seen through someone’s eyes. Fashion in its best case scenario should not need a story to be sold to someone. You either like it or not.
The set of this show is a metaphor for digging for truth and being down to earth. Let us let everyone be anyone and make love not war.