What is vetements?

Vetements is a French luxury fashion brand known for its avant-garde and innovative approach to design, as well as its critique of the fashion industry. It was founded in 2014 by Georgian designer Demna Gvasalia, along with his brother Guram Gvasalia and a group of anonymous friends. The name "Vetements" translates to "clothing" in French, reflecting the brand's focus on creating garments rather than establishing a fashionable identity.

Key Aspects and Features

1. Design Philosophy: Vetements is renowned for its deconstructive and subversive approach to fashion. The brand often reimagines classic styles, blending high fashion with streetwear influences. Oversized silhouettes, unexpected cuts, and bold graphics are hallmark aspects of its aesthetic.

2. Industry Commentary: Vetements frequently critiques the fashion industry through its collections and strategies. For example, the brand has commented on the commercialization of fashion and the pace of the fashion calendar.

3. Collaborations: The brand has engaged in numerous collaborations with various companies, including household names like Levi's, Reebok, and more. These collaborations often blend Vetements' fashion-forward thinking with the collaborator's heritage and expertise.

4. Runway Shows: Vetements' runway presentations are known for their theatrical and often unconventional settings. The brand is celebrated for its ability to create a narrative and mood that resonates with its audience, often garnering significant attention from the fashion media.

5. Cultural Impact: Since its inception, Vetements has had a substantial influence on the fashion industry, popularizing trends such as logomania and playing a significant role in the rise of streetwear in high fashion.

6. Leadership Changes: Demna Gvasalia served as the creative director until 2019, when he stepped down to focus on his role at Balenciaga. Following his departure, Guram Gvasalia took on the leadership role, continuing to drive the brand forward.

7. Retail Strategy: Vetements pursues a selective and disruptive retail strategy, selling through leading luxury retailers and often creating exclusive items or experiences for these partners. The brand doesn't follow traditional seasonal fashion cycles, enabling it to release new items on its own schedule.

Criticisms and Challenges

Vetements has faced criticism for its high price points and its commentary on fashion itself, which some see as contradictory given its luxury status. Yet, it remains a significant player in the industry, continually challenging norms and inspiring debate.

Overall, Vetements is recognized for pushing boundaries and challenging the status quo within the fashion industry, earning both acclaim and criticism for its bold and often polarizing approach.