The '90s are the decade in which I realized I loved fashion," Demna told Vogue. Demna's goal is to bring the golden age of the 1990s back to life so he approached this collection in the style of a fashion documentary. With a series of polaroid shots Demna wanted to bring the golden age of the 1990's back. At that time Demna lived in Soviet-era Georgia. Deconstruction, minimalism and anti-fashion was something he was aiming for back in childhood and what remains today.