From the new artistic director of Balenciaga comes the unflinchingly cool Vetements collective of designers. Led by brothers Demna and Guram Gvasalia, Vetments represents a departure from the established glitz and glamour of luxury fashion, focusing instead on individual style. As the brand has grown from an up-and-coming young label to a fashion elite staple, the Vetements collective has kept the emphasis of its collections on creative exploration over the ultra-luxe trappings of high fashion.
Designer of the moment Demna Gvasalia, who learned the ropes at Maison Margiela and Louis Vuitton and now fronts the collective of industry stalwarts, brings a culture of functional, progressive design ablaze with a growing tidal wave of street cred and the adoration of global style icons.
The Vetements collection of friends and co-conspirators works to create pieces that celebrate lasting personal style over trend-driven products. This egalitarian approach extends to the way the collections are designed to be worn, with pieces intended to stand alone instead of acting as part of full looks. The collections are primal, oversized and raw, born from, and at home on the streets.
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