Nothing says “cool” and “fashion” like a vape, and the fashion label General Idea has been really leaning in to that century-old truism: for Men’s Fashion Week, they handed their aggressively bored models a key accessory.

As New York reports, “several [General Ideal] models carried polished chrome vaporizers made by the brand Innokin.” The label took their cue from “the inaugural men’s shows in July, where Richard Chai gave all the front-row attendees a Pax Vaporizer, and at NYFW in September, where Opening Ceremony teamed up with Pax to sell vapes at the Ace Hotel.”

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Given the burgeoning popularity of vaping (hi Leo) and the United States’ gradual acceptance of pot smoking as commonplace, it’s not especially surprising that a sleek, gleaming vape pen would become a normal-ish accessory. But, New York notes, just because the runway models strutted with vapes in hand did not mean they could get a little stoned pre-show: “a model at Deveaux’s show on Monday was almost 86'd from the venue for vaping backstage.” Too bad.


Contact the author at rachel.vorona.cote@jezebel.com.

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