The story of Vetements is also the story of Demna Gvasalia, the Georgian, who is probably the face of the current fashion industry, alongside Virgil Abloh.
The Georgian's fashion story begins in his youth in Georgia, where he and his friends, all had to wear the same clothes. Due to that, there was no possibility of individuality. Hence his interest in fashion. In 2002, Gvasalia was drawn to the Royal Academy of Fine Arts in Antwerp. A university, where designers like Dries van Noten have already studied. In Antwerpen he studied under Walter von Beirendock and graduated in 2006. His fashion career starts 2009 at Maison Martin Margiela, as a women's designer. Margiela is a fashion company, where most designers remain anonymous, a concept that Vetements also uses. From Margiela, Gvasalia moved to Louis Vuitton in 2012. There he works under the designers Marc Jacobs and Nicolas Ghesquière, as a women's designer on haute couture (catwalk fashion).
In 2014, Gvasalia left Louis Vuitton and founded the fashion brand Vetements, with his brother Guram Gvasalia and six other anonymous designers. These six anonymous designers are most likely former colleagues of Gvasalia, with whom he worked at Louis Vuitton and Margiela.
Gvasalia did not stop with the creation of Vetements. In 2015, he became artistic director of Balenciaga, where he still works today, but still continues to design for Vetements.
The idea behind Vetements
Vetements was only founded, because Demna Gvasalia and his anonymous colleagues found fashion, at the time, boring. The concept and idea behind Vetements was simple. They wanted to bring a variety to the fashion scene and, as the name suggests, produce clothes.