VETEMENTS, THE BRAND FOUNDED BY THE GVASALIA BROTHERS IN 2014
Vetements was founded in 2014 by two brothers Demna Gvasalia and Guram Gvasalia. The designer Demna studied at the prestigious Royal Academy of Fine Arts in Antwerp and worked for Maison Margiela, Louis Vuitton and Balenciaga, while Guram, CEO of the brand, after graduating in economics, management and law worked at Burberry. They had the idea of founding Vetements, the brand that subverted the rules of the system, helping to spread a destructive aesthetic with continuous references to post Soviet style.
An unconventional approach that has led to presenting the collections in a sex club (the Parisian Le Depot) and in a church, as well as reducing the number of annual collections, first of the big brands (Gucci for example) who have embraced this approach after the pandemic.
Vetements offers androgynous garments, oversized volumes that draw on the spirit of the time, sweatshirts with extra long sleeves and ironic logos, underground and punk vibes. Provocative items, such as the DHL t-shirt presented in the SS16 fashion show that attracted the attention of the general public, with the media questioning the exaggerated price and the photos bouncing on social media. Demna follows the so called “method of appropriation”, using things around us and transforming them into a new product, cutting clothes, twisting them and changing them to create new ones.
However in 2018, an article published in Highsnobiety called Vetements dead, after years in which the hype around the brand was decreasing dramatically. Demna Gvasalia countered by defining the news as fake news. But it is inevitable to recognize that the brand has lost the attention it catalysed in previous years.
DEMNA GVASALIA’S FAREWELL
In March 2019 Demna Gvasalia announced his departure from Vetements.
I founded Vetements because I was tired of fashion, and against all odds, fashion has changed since Vetements appeared. I feel I have accomplished my mission as a conceptualist and design innovator in this exceptional brand that has matured into a company capable of evolving its creative heritage into a new chapter on its own.
Guram, chief executive of the Zurich-based fashion house, continues to hold his position, and to work surrounded by a collective of creative minds that remains anonymous.
In 2021, VTMNTS was born from Vetements, a new label led by Guram Gvasalia that aims to return to order, with quality garments that redefine the concept of luxury.
“Our first project is called VTMNTS. It is a completely separate entity that is connected to the main project only by sharing some resources and know-how. We are starting VTMNTS with 100 looks in our first season. The number of looks is symbolically chosen to show our 100% commitment to the fashion industry. We want to make this industry a better place! “
A brand that proposes agender garments, chooses a barcode as a logo and proposes garments destined to last over time, with the mission of educating the new generations to a more conscious purchase.