Has fashion reached peak Zoolander?

Virgil Abloh debuts his designer water bottle at Paris Fashion Week
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Has fashion reached peak Zoolander?

After years of hearing me regaling improbable tales from the fashion capitals, a dear friend observed, "You do realise that Zoolander's meant to be a comedy, not a documentary?" The lines between Zoolander and (fashion) reality became even more blurred this week as Virgil Abloh Off-White Founder and Evian's newly appointed "Creative Advisor" for Sustainable Innovation Design launched his limited-edition “One Drop can make a Rainbow” collection of water bottles exclusively on Matches Fashion.

The ridiculously good-looking, shatter-resistant Soma glass water bottle with a leak-proof natural bamboo cap was debuted against the glittering backdrop of the Eiffel Tower at a Paris Fashion Week party at Palais de Chaillot soundtracked by Virgil himself, with Gigi Hadid, Karlie Kloss and Lukas Sabbat among the attendees. Billy Zane's invite must've got lost in the post.  

Virgil reveals, “The notion that one drop of water can create a rainbow served as the inspiration and metaphor to drive my first project as Evian’s Creative Advisor for Sustainable Innovation Design. As light refracts through that droplet, it reveals its full polychromatic potential. We don’t see just water, we see infinite possibilities and inspiration for anyone. Everyone.” 

New colours of Virgil Abloh's “One Drop can make a Rainbow” water bottle cost  Dhs180 and will be available on Matches Fashion

This partnership with Evian is the latest in a growing list of Off-White collabs which have included IKEA, Nike, Moncler, Vans, Umbro, Levi's and even a collection with our very own luxury online etailer Ounass.

Predictably, where Virgil leads, the Hypebeast generation follows and the first drop from the so-hot-right-now range has already sold out with new colourways coming soon. As this has been teased as his first collection for Evian, Grazia's guess is the entire colour spectrum will be eventually become available to collect in suitably guerilla pop-up drops to keep the millennials hydrated. Crazy pills sold separately.

via GIPHY