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Vetements Anti-Fashion

In 2014, two brothers launched Vetements. Known for being the business mastermind behind one of today's most talked about brands, Vetements, Guram Gvasalia is the chief executive of the Paris-based label alongside his older brother Demna Gvasalia, who leads the brand's creative team.

Demna Gvasalia is a powerful emerging force in today's creative world, Demna Gvasalia embodies a unique approach to the profession, marked by a sociological observation of the wardrobe's essentials.  Vetements design philosophy plays to the strengths of anti-fashion clothes, an attitude of cool, individuals who have their own style, younger generations who are much more pragmatic. 

Rule breaking is not just a phase thrown around in today's politics, but it is also thrown around in fashion. No brand has divided opinions like Vetements. The Parisian collective has drawn countless detractors, skeptics, and naysayers. Exaggerated silhouettes and  streetwear-inspired clothing commands asking prices that are near those of couture level. creating controversy throughout the fashion industry too.  Even people without the slightest interest in fashion have thrown themselves into the Vetements debate. 

Even though human beings are instinctively attracted to symmetry and proportion and Architecture is built upon the same geometric principles that make it instinctively appealing,  Vetements opts for liberal ugliness, sets itself apart from the crowd, and relies on exclusivity to an illusion that ordinary people don’t understand.  


  



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