VETEMENTS had its showy debut at the Paris Fashion Week in 2004. Its founders are Georgian brothers Guram and Demna Gvasalia and their friends. In the beginning, the brand was adamant to reveal the minds behind designs that shook the fashion world. Asked about the brand's inception, Demna Gvasalia said he was frustrated with the industry which glorified the designer alone instead of focusing on the designs. This led to creating the VETEMENTS brand, which means clothes in French. For VETEMENTS, clothes are the most significant.
The next VETEMENTS shows were scheduled quite irregularly, ignoring the inflexible plan of fashion weeks. The FW17-18 collection, including casual-inspired looks, was presented by amateur models - ordinary John Does of all ages and body shapes - on the escalator in the Centre Pompidou. It was revolutionary yet it became another trademark of the defiant label.
Demna Gvasalia is a graduate of the prestigious Royal Academy of Arts in Antwerp. After graduating, he acquired experience working with Martin Maison Margiela and Louis Vuitton. In 2019, he left his brand and was appointed the creative director of Balenciaga. Guram Gvasalia, who was the VETEMENTS CEO, was appointed the creative director at the end of 2021. He took to social media to inform his followers he honed his creative skills to prepare for the position the best he could.
VETEMENTS stresses that casual clothes and infinite ways of wearing them and deconstructing them are their biggest inspiration. Designs of VETEMENTS are described by a fascinating process of reshaping clothes that created confusion in the fashion industry, redefining luxury at the same time. Moving towards streetwear and normcore, this brand made fashion more accessible and interesting for a larger audience.
In 2021, an exceptional store was opened in VITKAC Department Store. Its distinctive decor enriched by graffiti on the walls makes reference to the unique aesthetics of streetwear that corresponds with the latest VETEMENTS projects. The original design captures the spirit of the brand, inspired by the urban style of the 1990s.
The VETEMENTS collection is available both in-store and on vitkac.com.