The most influential brand in the modern fashion world does not strive for elegance. Its creator, Demna Gvasalia, calls his work as urban realism. In one of the interviews he said that the new black color brings a person to the ground, makes him real. The name Vetements translates from French simply as “clothing”.
The shocking brand conquered the fashion world in just a few years. However, boutiques are open in the most fashionable capitals of the world. The headquarters is located in Zurich, where the designer himself and his younger brother Guram Gvasalia, CEO of the brand, live.
Demna Gvasalia is one of the most sought-after fashion designers in the fashion industry. In addition to his own brand, he also participated in the creation of collections of Maison Margiela, Loius Vuitton and Marc Jacobs, and today heads the creative direction of the fashion house Balenciaga.
When creating collections Vetements used simple denim, knitwear, leather, vintage items of other brands. Gvasalia deliberately avoids luxurious and expensive details. DHL yellow T-shirts, transforming models, shapeless sweatshirts, minimalism and asymmetry are key components of the collections.
Vetements constantly breaks the rules. He shows women’s collections during a male performance. During the high fashion week, sports leotards and sweatshirts appear on the catwalk. The brand often invites its friends as models or announces a set of interested people among Instagram fans.
Vetements plays on the general atmosphere of satiety suites and notorious elegance. The desire to move away from the rules and stay in trend is a safe way to show your rebelliousness and creative nature. Collections are sold in the price range corresponding to luxury homes.
The show of the first collection was held in a gay club, the second collection was presented at the Paris Fashion Week. The designer presented the new collection to the public on an improvised podium of one of the flea markets in Paris. As the designer himself says, Vetements is a street style, and people on the street don’t strive for elegance.
Before the show, Gvasalia dresses the fashion models in advance in a few hours and let them go about their business, so that the clothes would become a bit wrinkled and look more natural. The latest collection (spring-summer 2019) is dedicated to Georgia and the childhood of Gvasalia himself, marred by the civil war of the 90s.
There are many elements of military and fashion echoes of the end of the last century, prints with the Georgian flag and provocative obscene inscriptions in Russian. At a time when someone else seeks to emphasize their status with relevant things, valuing the opinions of others, many have already overcome this framework. Vetements works for them. The idea of freedom from fashion trends, from the rules, from age and gender was very attractive.