Vetements has completely altered and revolutionized the fashion industry with an existence of just three years. The brand has since been concluded as defining modern anti-fashion. In an exclusive interview with Business of Fashion, Vetement’s Creative Director, Demna Gvasalia revealed the brand’s plan to disrupt the fashion system. The Paris contemporary label has erupted a creative earthquake, with a product focused approach rooted in digital culture.
The leading fashion collection that has come to be Vetements led by Demna Gvasalia, together with his brother Guram who acts as chief executive. Has turned oversized jackets, branded work uniforms, recycled fur and giant parkas into seasonless trend lusts, that have sequentially trickled into the collections of unexpected fashion houses. The most notable? The DHL t-shirt that unprecedentedly became worn by not just DHL employees, but rather seen on the streets of countless fashion weeks. With a single, prosaic logo and the unconventional notion of giving existing pieces new life, Vetements had arguably brought anti-fashion back to fashion.
Visual Editor OLGA SOROKINA