In an interview with Demna Gvasalia in Vogue on Friday, Demna Gvasalia declared it will no longer stage fashion shows. The label, which recently moved to Zurich, feels runway shows don’t reflect the reality of the clothes.

The brand will still produce new collections every season, however it will not be part of fashion week. Vetements shows has staged previously in places of churches and sex clubs, and the brand’s founder Demna Gvasalia believes the shows have become repetitive.

From now on Vetements will present its upcoming collection in the form of private events with buyers or appointments at its Paris showroom and no longer during Couture week.

Gvasalia, who runs the brand with his brother Guram, maintains that the label could stage another runway show in the future if the time called for it.

Vetements recently moved the company from Paris to Zurich to take advantage of Switzerland’s better tax system. The Gvasalia brothers also plan to turn Zurich into a fashion capital. Demna Gvasalia remains creative director of Balenciaga, which is based in Paris.