Guram Gvasalia Talk About Seoul Fashion Week

Recently, Vetements CEO Guram Gvasalia went to see Seoul.

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In addition, he went to the boutique in Seoul for a visit and made a sale in some remote suburbs of Seoul.

Because Vetements has been "Crazy" in Korea (though not just in Korea, it can be seen everywhere this year).

The long sleeved style, asymmetrical matching, and splicing jeans were brought together. Guram Gvasalia also went to the local underground market for a stroll.

Vogue interviewed Guram Gvasalia and talked with him about the trip to Korea. Vetements sold in Korea. In the process, he observed Korean consumers, the Korean fashion in his eyes, and the widespread imitation of Vetements in Korea.

This is a very point of view interview.

It seems that these young brands coming from behind are indeed old brands in this industry.

The idea of a fashion house is not the same. At least in imitation of Vetements, it is a lot easier.

We have summed up the key points.

1. the most interesting part is what people look at, but not what they bought.

"We do this activity far away from Seoul to ensure that those who are genuinely interested are here.

Not because this activity is in the centre of the city, attracting some passers-by.

For me, the most interesting part is what people look at, what they wear, not what they buy.

Some people who come to the scene wear some limited edition of Vetements, such as some hand made printed leather jackets.

I once saw this style on the electricity supplier, I saw it on Instagram, but you saw so many people wearing this dress at the event in Korea.

I seldom take pictures, but I took this scene that day. "

2. "what impressed me most is that the people here are very polite."

"I rarely see people behave so courteous in other places, which surprises me.

If you go in and out of New York all the time, when some of the more red products start selling, you can see what kind of madness will appear inside and outside the store.

My expectations for the Korean campaign are also mixed.

But they did not appear to be "robbing". In fact, they kept on unhurried and tried to fit.

There was a girl who looked tired because she was on her way, but she still tried a Hoodie. It looked cool. "

3. Korea's perception of fashion is at the forefront.

"I feel that Korea's perception of fashion is at the forefront.

They are the first group of consumers to use Vetements in the world, and those who really know Vetements.

In the second quarter, South Korean rapper Quan Zhilong wore a Vetements Hoodie, and his matching made us feel the recognition from the Korean market.

Korean consumers are concerned about dressing, and they will study dressing.

They are such a group of young consumers.

Of course, we also see some "Grandpa" consumers come to the scene, they look very tide.

4. "Korean consumers like some very recognizable items, and they do not buy our white shirts".

"Another interesting thing is that I studied the single products they bought yesterday -- basically they were raincoats and hoodies.

Korean consumers like some very recognizable items, such as hooded hoodies on the back.

They don't touch the white shirt, but the white shirt is the key item of our second season product.

5. the interesting thing about the Korean market is that there is a huge Vetements imitation market.

"For Vetements, Korea is a big market.

It's also a young and interesting market.

We want to do something here.

Vetements has 50 partners in the United States, and South Korea has 3 partners in the United States, which is very important.

I like the Korean part mainly in Seoul, which is very similar to the status of Japan before.

This influence comes from the way people dress and dress up here, as well as their music industry.

"The fascinating thing about Korea is that everything is going on so fast, and there is such a big fake market here.

It's interesting that I saw all kinds of Vetements imitation products here, and of course they have made some modifications.

For example, the genuine Vetements has a Green Hoodie skirt, which is written on the sleeves. Later I saw a Korean brand on the Internet and changed it directly into a Hoodie.

Their designs are so close to the original, but sometimes their designs seem creative.

The Korean market deserves such a reputation.

It is said that there is a building that sells all our imitation goods. Is that true? "

6.Vetements is a bit like Agam in Agam.

"I don't know why anyone would think that imitation would be a bad thing.

First of all, it takes a lot of energy to fight against fake goods and copy. You need to find a lawyer and spend a lot of money.

In the end, what you can do is to stop them copying.

Vetements is a small team. We enjoy the work now. It will not be a pleasant experience to have a lawsuit with some people.

We grew up in wartime Georgia, and that was not an easy experience.

Sometimes people in the fashion industry take themselves too seriously. I think you need to have fun occasionally.

I like the movie "the story of Agam". In the play, Agam decides to run. Some people do not understand why Agam wants to run, but he still runs after Agam.

They ran, ran, ran, and ran for a long time, still wondering why Agam had been running.

But Agam stopped one day, and those who ran along with Agam were at a loss as to what to do.

Agam didn't care about that. He didn't care if anyone ran behind him.

He runs because he wants to run.

I think we may be a bit like Agam. "

7. counterfeit goods only concern the price.

Fake and imitation are related to price.

Our real consumers will not buy these fakes.

Of course, it doesn't matter if someone wants to buy it.

Personally, I think the encounter of Louis Vuitton is fascinating.

Counterfeit goods have gone crazy, and this brand is becoming more and more important.

I have always thought that for a big brand, this is a good way to promote the market.

If they want to do marketing, do they have to pay some money to make people imitate their products, so that you can reach different levels of consumption.

However, I don't like the fact that some stores sell fake goods seriously, which is disrespectful to consumers.