EXCLUSIVE: Demna Gvasalia exits Vetements. “I feel I have accomplished my mission,” says the designer. 🔐
Demna Gvasalia, the Georgian designer who ignited the streetwear juggernaut in fashion, is stepping down from Vetements, the brand that sparked it — and also propelled him to the creative helm of Balenciaga in Paris.
“Demna’s talent and vision of fashion have been fundamental in the continued success of Vetements. He has made an outstanding contribution to the company’s legacy and in writing the codes of the brand,” the statement added. Soon his extra-long sleeves and monster shoulders were all over the runways, and $800 hoodies with wry slogans or logos became covetable items for sneaker heads and fashionistas alike.With its wacky show venues — a grubby Chinese restaurant one season, flea market stalls the next — oversize silhouettes, hardcore proclivities and Eastern European aesthetic, Vetements quickly became a byword for an impassive, alternative brand of cool.
In a 2017 interview with WWD, Guram Gvasalia said, “my top five e-stores represent about half of my business. The dimensions of the orders and the dimensions of the merchandise you can sell online, it’s insane. The main stores are in big cities and now there are so many people outside of main cities that are starting to be aware of fashion.”
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