Vetements is a design collective and brand founded in 2014 in France by Georgian fashion designers Demna Gvasalia and Guram Gvasalia. The name of their brand, the French word for “clothing”, reflects the brand’s mission to create high-fashion clothes and luxury footwear inspired by everyday clothing. Like Andy Warhol, the label has a natural talent for extracting the art out of the everyday. Their tongue-in-cheek attitude to men's high fashion rocketed them to world-class status in three seasons.
Demna Gvasalia graduated from the Royal Academy of Fine Arts, Antwerp, in 2006. You can see this influence in the men's Vetements collection of sweatshirts and hoodies which often combines the brand's logo with the Antwerp insignia, putting Gvasalia’s roots in his current art. We’re also huge fans of the brand’s Definition line which uses the aforementioned tongue-in-cheek attitude to create disruptive men's shirts and tees that’s sure to get attention for its blurring of minimalist lines in fashion.
Their approach to marketing has been something to behold. True to their unusual style, their models have ranged from Instagram influencers to death metal fans and office workers, elderly women in fur coats to bodybuilders resembling bouncers. A fantastic homage to the beauty and quirk of everyday people.