Vetements: Redefining Fashion Through Rule-Breaking Designs Launched in 2014 by brothers Guram and Demna Gvasalia, Vetements has quickly become one of the most polarizing and talked-about brands in fashion. Guram serves as the business mastermind, while Demna, the creative visionary, has reshaped the industry with his sociological take on wardrobe essentials. Anti-Fashion Philosophy Vetements thrives on challenging conventional fashion norms, embracing anti-fashion aesthetics that resonate with individualistic, pragmatic younger generations. Its exaggerated silhouettes and streetwear-inspired designs command couture-level prices, sparking heated debates among both fashion insiders and casual observers. Controversy as a Strategy Vetements doesn’t strive for traditional beauty. Instead, it embraces a "liberal ugliness," rejecting symmetry and proportion in favor of exclusivity and avant-garde appeal. This deliberate departure from norms creates an illusion of elitism, positio...
An Environment Where Innovative Designers, and Craftsmen Unite to Present The Designs and Objects That Define The 21st Century.