Vetements is currently one of the hottest brand in World. The first time when I heard about this brand, I was shocked by its extremely expensive price. Luxury brands like Chanel or Louis Vuitton sell their jeans around $200, but a pair of Vetements jeans cost around $1,300. I first thought that no one would be willing to buy them. However, more and more celebrities and fashion bloggers started to wear them, so they become extremely trendy and are all sold out now.
Vetements’s head designer Demna Gvasalia was graduated from the Royal Academy of Fine Arts in Antwerp. After graduation, he had worked for Maison Martin Margiela and was the head designer for Louis Vuitton’s womenswear. Finally, he lauched his own label, Vetements, in 2014. The label lunched based on the idea of urban cultures, the internet, and everyday life on the street. Most specially, Vetements never has any seasonal themes.
“Being down to earth is the new black”
— DEMNA GVASALIA
Demna views fashion as a cool attitude of the younger generation. He thinks everyone should have their own style. He sees previous fashion as a dream, but the generation right now is more pragmatic and being pragmatic needs honesty.
Vetements’ popularity made Demna the new creative director of Balenciaga. I believe he will continue bringing new ideas to the fashion industry!