THE NEW FASHION PHENOMENON
The Vetements turned upside down the rules of fashion, worldwide. They don’t have a physical store. Those who choose to buy Vetements, put on a hoodie, take a selfie and put it on Instagram because they feel closer to a certain group of people. They even convinced Manolo Blahnik to design especially for them the amazing high thigh boots… What more does fashion need nowadays?
Photo: @vetements_official
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Demna & Guram Gvasalia appeared from nowhere and turned upside down the rules of fashion, worldwide. Their men’s and women’s clothing and accessories are unique and they don’t resemble to any other designer or house of fashion.
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They have chosen not to open a physical store. They don’t want to stock merchandise. They don’t care for mass production and fashion cloning. It is against the philosophy – and strategy- of Gvasalia brothers who deliberately limit Vetements distribution to retailers.
VetementsXChampion, VetementsXManoloBlahnik
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We love the brand name. Nice-sounding stands exactly for what you see, lust and wear.
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They are a phenomenon and we haven’t seen such a thing in the fashion industry, where everything is recycled, for quite a long time.
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They are not afraid of competition and they prove it in every collection where they mix men’s and women’s clothes incorporating other brands, concept-wise. Because every time they want to present a whole new story. (For their SS17 collection they collaborated with 18 well known brands like Manolo Blahnik for shoes, Juicy Couture for tracksuits and Canada Goose for parkas!)
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They have directed a show in Galleries Lafayette when the department store was normally operating.
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In Vetements, everything is related to the storytelling. And to real people with different wardrobes. In their last show, you could see a chic lady from Milan wearing a retro fur, a shy bride, 38 different persons that could have been seen anywhere. Or in the Centre Georges Pompidou where their last show took place. Everything was oversized. Like Vetements.
