Important thing to know about Vetements
Vetements is a design collective headed up by brothers Demna and Guram Gvasalia, creative director and CEO respectively. Originally from Georgia, the family left during a civil war in the 1990s to settle in Düsseldorf, Germany. ‘I see Vetements growing like a child; that’s what it is to me and the people who started it,’ says Demna.
Demna, 34, studied at the Royal Academy of Fine Arts Antwerp, before working at Maison Martin Margiela and Louis Vuitton. Guram, 30, has a degree in international business, European management and law, and experience in sales at Burberry. The label’s studio is in Paris and all the production is based in Europe.
The word vêtements means clothing, and the label has a piece-by-piece approach to designing, focusing on everyday items such as denim, coats and sweatshirts. ‘Clothing is a product,’ says Demna. ‘We try to make clothes that speak to people or that people need to have.’
Vetements logo hoodies, generously sized bomber jackets and signature floral dresses have become favourites at fashion week; Rihanna and Kanye West are also fans.
The straight-leg, high-rise patchwork vintage jeans were dubbed the denim of the season, and now Vetements has reworked the sell-out style in panelled leather and black denim for SS16.
The label’s directional aesthetic extends to footwear, too. SS16 marked the debut season of high-stretch sock ankle boots with a contrasting heel.
Days after Alexander Wang’s last runway show for Balenciaga, the fashion house announced Demna Gvasalia as the new artistic director. AW16 marks his first runway show for the house.
Demna’s right-hand woman is stylist Lotta Volkova Adam; a collaboration he intends to continue at Balenciaga. ‘It’s vital for me to be surrounded by women; these are the people I project on while making the clothes. Lotta is a close friend and now a very close collaborator. We have a lot of fun doing what we do together. She’s fun!’ he says.
The group of friends are nonchalant about the current buzz around the label. ‘We don’t believe in momentum. Our momentum is defined by having fun doing what we do, and there are people out there who desire what we do,’ says Demna.
AW16 will be Vetements final collection as part of the regular show schedule. In an attempt to manage production and maximise its sales period, the label will show one main collection – combining womenswear and menswear – in January, rather than early March.
Jane Mcfarland collected 10 thing you need to know about Vetements for one of our fav online stores matchesfashion.
Read the extended interview with Demna Gvasalia for Business of Fashion here.
Vetements won the street style battle during Fahion Month FW 16
Vetements was probably the most seen & photographed clothing label during Fashion Month FW 16. Bomber jackets, jeans, dresses & of course hoodies were worn by fashion crowd in New York, Paris, Milano & London. The accessoiries most seen contest win goes to Gucci & Loewe.
it´s all personal
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