Vetements (French for "clothes") is a Swiss fashion brand founded in 2014 by Georgian designer Demna Gvasalia and his brother Guram Gvasalia. The brand quickly rose to prominence for its deconstructed, oversized silhouettes, its appropriation of everyday and streetwear aesthetics, and its often controversial, culturally provocative designs.
Here are some key aspects of Vetements:
Deconstruction & Oversizing: Vetements' signature look involves deconstructing traditional garments, playing with exaggerated proportions, and creating oversized silhouettes that challenge conventional notions of fit and beauty. This often involves visible seams, raw edges, and unconventional tailoring.
Streetwear Influence: The brand heavily draws inspiration from streetwear, incorporating elements like hoodies, tracksuits, and workwear into high-fashion contexts. This blurring of boundaries between high and low fashion was a defining characteristic of Vetements' early success.
Cultural Commentary: Vetements often engages with social and political commentary through its designs and runway presentations. This can involve referencing specific subcultures, exploring themes of consumerism, or using controversial imagery.
Collective Approach: Initially, Vetements operated as a collective, with a team of designers contributing to the creative process. This collaborative approach challenged the traditional model of a single head designer.
High Prices & Limited Availability: Vetements' clothing is known for its high price points and limited availability, contributing to its status as a luxury brand.
Impact & Influence: Vetements had a significant impact on the fashion industry, influencing trends towards deconstruction, streetwear appropriation, and oversized silhouettes. Many designers and brands have since adopted similar aesthetics. However, the brand's popularity has waned somewhat in recent years after Demna Gvasalia left the brand to focus on his role as creative director at Balenciaga. Guram Gvasalia is currently the sole creative director.
Controversy: The brand has faced criticism for its high prices, its appropriation of working-class aesthetics, and its use of controversial imagery. Some have accused Vetements of being exploitative or lacking in originality.
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