Deconstruction 3.0 : A study of a guerrilla attack from within the postmodern fashion system by the post-Soviet collective of Vetements

The aim of this thesis “Deconstruction 3.0” is to show how the third wave of deconstruction in fashion is deconstructing the second [postmodern] French luxury fashion system. The deconstructionists of the post-Soviet collective – Demna and Guram Gvasalia, Gosha Rubchinskiy, and Lotta Volkova – question and deconstruct the established apparatus of the postmodern fashion system and its business model. With their business strategies and with help of demand by post-postmodern consumer culture proposed and predicted by Douglas B. Holt (2002), the post-Soviet collective constructs new business models and thus we are entering a post-postmodern fashion system. I have used a twofold methodology from the disciplines of business administration and humanities. In the literature review, I have aimed to close gaps between different scholars and made a concluding section of the postmodern fashion system and its business model, a synthesis that lies in parallel with Peter Drucker’s (1957) thoughts on postmodern organisational theory. Through the empirics and analysis with help of Jacques Derrida’s (1972) concept of deconstruction, I propose, in the end, a dialectic model between the established postmodern apparatus and the new and diametrically opposed post-postmodern apparatus operated by the post-Soviet collective