Vetements, which translates to “clothing” in French, began as a collective of young designers who shared a common vision: to break away from the restrictive norms of the fashion industry. Demna Gvasalia, a Georgian-born designer with a background at prestigious fashion houses like Maison Martin Margiela and Louis Vuitton, sought to create something entirely new. His experience in these traditional environments contrasted sharply with his desire to challenge the status quo, leading to the birth of Vetements.
From the outset, Vetements rejected the traditional fashion calendar, opting to showcase their collections in unconventional venues, including Chinese restaurants, underground nightclubs, and even a McDonald’s. This rebellious spirit is a hallmark of the brand, emphasizing that fashion should be accessible, relatable, and reflective of the everyday.
A Bold Aesthetic
One of Vetements’ most defining characteristics is its bold aesthetic. The brand is famous for its oversized silhouettes, a design choice that not only challenges traditional notions of fit and form but also reflects a broader commentary on consumerism and excess. These exaggerated proportions are often paired with unexpected elements, such as deconstructed garments, unconventional fabrics, and striking graphics.