How Did Vetements Become A Star?

If you often live with the "tide man", you will never miss Vetements. This "debut" brand is only two years' fashion brand. The speed of sweeping the fashion circle is really amazing. Not only does it happen frequently in Fashion Week Street pictures, but also the star products are sold as a "grand occasion" which can not be grabbed twice the price. In the beginning of July this year, the "newborn" was invited by the Paris high fashion Union as a guest, and released its 2017 spring summer series in Paris high fashion week.

Although the direction of your circle has been quite puzzling, Vetements is still the leader in recent years.

Vetements, the meaning of "dress" in French, the name of such a save way is properly permeate with the strength of "who loves who", and the designer team behind it is also known for deconstruction and redefinition of street fashion.

Although it is emphasized repeatedly that "never thought of innovation", it is undeniable whether it is from

And brand management, Vetements is not the same as previous fashion brands.

Statistics show that Demna Gvasalia, the soul of Vetements, is a versatile talent in both design and commerce. He studied international economics and fashion design at Tbilisi State University and Antwerp Royal College of Art respectively.

After 8 years' work behind the avant-garde designer brand Maison Martin Margielas, she was also dug up by Louis Vuitton to become a senior designer in the women's clothing series.

Now he is not only Vetements but also part-time.

The director of art, who is 34 years old, has a brilliant resume in his fashion circle.

As for the other 7 members of the designer team, I am sorry to be unable to give you more information, because they have been maintaining anonymity, perhaps hoping that you will focus on the clothing itself, just as the brand name emphasizes.

Speaking of the original intention of founding Vetements, Demna said, "we just want to do what we really want to wear, and let them fall in love and come back to buy it."

In an interview with vogue, it was revealed that "

Born of a kind of aversion to the existing rules of the industry, it comes from what Gvasalia calls "madness".

At first, he and his two friends made some clothes for their friends in their own bedroom in their spare time, but soon, his brother Guram, who had a background in luxury management, realized the commercial value and the brand was born.

After the three fashion show, Vetements has laid down its own status.

"The designers of the last generation believed that fashion should make women dream. I don't think today's fashion should be a dream, but that you can wear it now. I am not an artist, but a person who makes clothes for the general public."

Obviously, compared to the circulation of works, Demna is more concerned about the wardrobe in every household, and clothes are meaningless without anyone buying them.

In his view, the public's wardrobe should be more "Hoodie, jeans, sweater, tannin skirt".

Because of the idea of "ordinary clothes are no longer ordinary", we will find that most of Vetements's design reflects the bold change of the original clothing structure.

"Ugly to spicy eyes" and "cool to no friends" appear in the same work without any violation. The strange design has an inexplicable sense of humor.

"Now, luxury goods have different definitions.

Today's luxury is a visual expression of attracting attention, a sense of humor that is relatively novel for fashion.

Aleksandra Szymanska, a fashion analyst at Future Laboratory, once commented.

Vetements does not take the unusual road in the star to have a big wave fan, Rihanna, Kan ye, Quan Zhi long, Li Yuchun and so on all "poisoned" may obtain.