Vetements

Vetements (as Vet-mo)
Industry Fashion
Founded 2014 (2014)
Founder Demna Gvasalia
Headquarters Zurich, Switzerland
Products Clothing, shoes, accessories
Owner Vetements Group AG
Website vetementswebsite.com


Vetements (from vêtements [vɛtmɑ͂], French for "clothing") is a French clothing and footwear "design collective"[1] and brand founded by fashion designer Demna Gvasalia[2] in 2014 and designed by a collective including his brother Guram and five other friends who have previous experience at Maison Margiela, Louis Vuitton, Balenciaga, Céline, and Antwerp’s Royal Academy of Arts.[3] Championing a more 'pragmatic' approach to fashion, Demna reflects the 'down to earth nature' that he says is reflected in what today's youth wear. Operating from a philosophical and methodological approach to his designs, Demna propelled Vetements to world class status in just three short seasons.[4] Vogue has stated: "Part of the genius of Demna Gvasalia’s Vetements is its appropriation and refinement of mass culture into tongue-in-cheek garments."[5] Luxury vendors who stock the collection include SSENSE, Net-A-Porter, Browns Fashion, and Matchesfashion.[6]

Runway shows

Vetements second collection was shown for F/W15 at Paris Fashion Week in Le Depot, a sex club in Paris. The S/S16 show took place on October 1, 2016 at Le President Restaurant in La Belleville area in Paris.

Collaborations

Vetements collaborated with Reebok in 2017 on a new silhouette dubbed the "Reebok Pump Genetically Modified." using some graphics referring to popular streetwear brand MDfashionco [7] Vetements and Reebok also collaborated on the Vetements x Reebok high top sock runners. Vetements have also done collaborations with DHL, since 2016, and Levi's. With a DHL x Vetements pop up of the collection being sold out of DHL delivery trucks in Hong Kong, in 2017. Vetements also collaborated with IKEA on a jacket that ended up not being put into production.[8][9]

Controversies

In 2017 the brand received criticism for selling jewellery that doubles as drug paraphernalia.[10]

References

  1. ↑ What Is Vetements and Why Is Everyone Freaking Out? Nicola Fumo, racked.com March 2, 2016
  2. ↑ “I Didn’t Want to Be the Guy Just Making Hoodies and Ripped Jeans”: Demna Gvasalia on Being a Fashion Disruptor Brooke Bobb, Vogue, October 12, 2017
  3. ↑ Vetements at SSENSE
  4. ↑ "Balenciaga's New Name: What To Know". Retrieved 2017-09-13.
  5. ↑ Vetememes Is the Internet’s Answer to Vetements Steff Yotka, Vogue, March 24, 2016
  6. ↑ Confession: I Don’t Get Vetements Leandra Medine, March 30, 2016
  7. ↑ Why These Dirty Reebok Sneakers Will Cost You $1,000 GQ, Jake Woolf 10/12/2017
  8. ↑ Haute Couture Spring 2017 Street Style: Demna Gvasalia and Maud Escudie
  9. ↑ Vetements’ CEO Reveals the Brand Made an Unreleased IKEA Collab Before Everyone Else Alec Leach, Highsnobiety,September 29, 2017
  10. ↑ Vetements is being slammed for selling a ‘cocaine spoon’ necklace Ellen Scott, Metro.co.uk 22 September 2017
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