The brand changing the way we think about fashion...
Since the label arrived on the fashion scene in 2014, rapidly becoming one of – if not the – most talked-about labels in the world, Vetements’ unconventional attitude has stuck a cord with the hearts – and wardrobes – of street style stars, magazine editors, and the A-list alike. Here’s everything you need to know about the it label…
Headed up by Demna Gvasalia, Vetements is a Parisian design collective comprising Demna, his brother Guram and five other friends. And now,in one of fashion’s most exciting moves, Demna has been snapped up as theCreative Director of Balenciaga, replacing Alexander Wang. Watch this space…
Street Style Stars
The label’s signature utility-inspired jeans, slogan T-shirts, sporty separates and oversized outerwear are the modern woman’s wardrobe essentials. And thanks to being instantly snapped up buy buyers and bloggers alike, it’s how the majority of us first heard about the label. Even if you didn’t know the brand before, you’d instantly recognise the floral dress or the un-even hem jeans beloved by the street style stars. Here are the key pieces to look out for:
DHL branded yellow T-shirt
A long, sleeved floral dress with ruffles that falls at just right midi length and can be effortlessly be worn over roll neck jumpers and jeans, aka street style gold
Lightwash, ripped hem jeans
Where street style stars start, the A-list follows. Rihanna,Kendall Jenner and Selena Gomez are already fans. Their favourite piece? The slightly baggy, matchy matchy and branded Vetements tracksuit. It’s the look of the season.
No introduction to Vetements would be complete without a small mention of Kanye – who has grand plans to poach the Vetements designer.In an interview last year, Kanye shared that he would send texts to Demna Gvasalia while he was working on Yeezy Season 2. Demna returned the complements and attended Kanye’s Yeezy Season 3 show at Madison Square Gardens. Kanye later tweeted “I’m going to steal Demna from Balenciaga.” Fair enough. He later flew from LA to the Paris purely for the Vetements show – only to fly back the very next day. That’s dedication. And a fashion friendship we’ll be keeping an eye on.
The Sell-Out Clothes
The method behind Vetements’ madness is simple: Take clothing no one would ever expect to be desirable (sock boots, complete with sporty branding, anyone?), and turn it into exclusive, high-fashion goods that go viral almost immediately. And thanks to deliberately not making enough stock to meet demands, they instantly sell out. With a classic a denim skirt costing upwards of £600, the Vetements ethos to never overproduce and never go on sale seems to be working.
In a recent photoshoot, Demna was said to be a wearing a now sold-out tee so swapped it with the one being worn by the on-site security guard. If past collections are anything to go by, we expect to see it on the catwalk any day now…
Paris Fashion Week
Renowned for embellishment, intricate craftsmanship and the showiest of street style looks, PFW has all of a sudden got cool. Streetwear is part and parcel of London, and New York, but Paris? Not until now. With shaven head models, androgynous, unisex collections which combine streetwear with sequins, Demna has once again upset the rhythm.
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Filled with re-grams of their collections, no matter what the model, publication, stylist or photographer, Vetements looks cool as.