VETEMENTS was started in 2014 as a French clothing and footwear "design collective" and brand founded by Georgianfashion designerDemna Gvasalia and CEO Guram Gvasalia in 2014. The brand was designed by a collective of their friends who had previous experience at Maison Margiela, Louis Vuitton, Balenciaga, Céline, and Antwerp's Royal Academy of Arts. Championing a more 'pragmatic' approach to fashion, Demna reflects the 'down to earth nature' that he says is reflected in what today's youth wear. Operating from a philosophical and methodological approach to his designs, Demna propelled Vetements to world class status in just three short seasons. Vogue has stated: "Part of the genius of Demna Gvasalia’s Vetements is its appropriation and refinement of mass culture into tongue-in-cheek garments." Luxury vendors who stock the collection include SSENSE, Net-A-Porter, Browns Fashion, and Matchesfashion.
Runway shows
VETEMENTS first collection was presented a gallery during the AW14-15 season in Paris, France. The second collection VETEMENTS' first show, was for the SS15 season, and was presented at Espace Pierre Cardin in Paris, France. The third collection, AW15-16 was shown again during Paris Fashion Week, was shown at Le Dépot, a sex club in Paris. The SS16 show took place on October 1, 2015 at Le Président Restaurant in the Belleville neighborhood in Paris, France. The AW16-17 show took place at the American Cathedral of Paris on Paris' famous avenue George V. For the SS17 season, VETEMENTS were invited to show on the first evening of Paris Haute CoutureFashion Week, during store hours at the famous French department store, Galeries Lafayette underneath its famous cupola. VETEMENTS worked with 17 different heritage brands including Brioni and Juicy Couture to present a runway full of varying collaborations each representing the mastery of their individual markets. The AW17-18 show took place at Centre Georges Pompidou, the largest museum for modern art in Europe on January 24, 2017. The SS18 collection was launched with a "NO SHOW" event, consisting of a concert and exhibit of photographs taken by Demna Gvasalia of the new collection as shoot around Zurich, Switzerland, where they had recently moved its headquarters. For their AW18-19 collection, VETEMENTS returned to the runway, this time off the official calendar, showing outside of Paris in the antique markets of Marché Paul Bert Serpette in Saint-Ouen, France. The brand's SS19 collection, its 10th collection, reflected deeply on the Gvasalia's upbringing in and eventual departure from war-torn Georgia. It took place in Paris on July 1, 2018 underneath the Boulevard Périphérique. Many street cast models were flown in from Georgia for the show.
Collaborations
VETEMENTS is well known for their collaborations with a variety fashion and specialty brands. The SS17 show notably showcased 17 collaborations with varied heritage brands: Alpha Industries, Brioni, Canada Goose, CarharttWork in Progress, CDG SHIRT, Champion, Church's, Dr. Martens, Eastpak, Hanes, Juicy Couture, Levi's, Lucchese, Mackintosh, Manolo Blahnik, Reebok and Schott NYC. From collaborations with Reebok in 2017, they presented a new shoe dubbed the "Reebok Pump Genetically Modified." Vetements and Reebok also collaborated on the VETEMENTS x Reebok high top sock runners. VETEMENTS have also worked with DHL, since 2016, and Levi's. Culminating in a special DHL x VETEMENTS pop up of the collection being sold out of DHL delivery trucks in Causway Bay, Hong Kong, in 2017. VETEMENTS also collaborated with IKEA that ended up not being put into production. For their SS19 Show, VETEMENTS newly collaborated with eyewear brand OAKLEY.
Controversies
In 2017 the brand received criticism for selling jewellery that doubles as drug paraphernalia.
