Vetements – the somewhat different brand. Away from trends and concepts of the fashion industry. The brand is the contra of the high fashion world and yet establishes itself as a very popular brand. The feeling of subculture, dirt and youth is brought forward again on the catwalks of Paris. It wasn’t until 2009 that the design collective Demna and Guram founded the Vetements brand in Paris.
With anti style, they design unconventional looks that challenge other trends. Oversized cuts, asymmetrical or deconstructed looks are shown on the catwalks. With their designs, they are considered eccentric and avant-garde. Their fashion can be described as the work of people who were fed up with the fashion world. With their own dissatisfaction of the fashion world, the brothers created wearable clothes, better said ghetto fashion for people who pre-drink at the subway. Demna was working for Maison Martin Margiela and Louis Vuitton at the time, where frustration gave him the incentive to make a difference himself. The goal is not to create a new fashion, but a different fashion. Designs should be completed during the creative process and this is how exciting collections are always created. Brainstorming in the office is the new keyword for the label’s collection planning.
Moreover, Vetements online store already offers clothes that no longer need to be distinguished as women & men, but are simply collections for all. A gender-neutral fashion department is the new trend! The designer collective is doing away with the gender divide! Starting with flea market shirts, promotional t-shirts, uniforms or fabric scraps, this creates a look that is seen with pleasure at the Fashion Week.
Vetements video: Shows
Their shows are known for unusual locations, whether gay clubs or Mc Donalds branches, it is all adapted to everyday life and extravagantly presented. Even Jared Leto or Kanye West already sat in the front row and wore the outfits of the show themselves. A new fashion art form is created and implemented with interesting materials. Similarly, their models are also not from the normal fashion industry and modeling agencies. In 2017, Ikea employees were to present their collection.