Ever since Vetements’ premiere runway show in autumn of 2014, they’ve taken the fashion market by storm. Pronounced vet-mohn, Vetements literally translates to ‘clothing’ in French, a name that accurately reflects the creator's vision for the brand. “It was really just to not get creatively frustrated and to do something we liked aesthetically. It was not supposed to be a concept or a statement, but really to make clothes, not for ourselves but for girls that we projected on that we liked, and for our friends” he said to Imran Amed in an interview for The Business of Fashion. The artists behind the obscure brand are Demna Gvasalia, his brother Guram, and their group of friends. Gvasalia is a fashion designer from Georgia and is currently the creative director for Balenciaga. If that isn’t impressive enough, previous to his position at Balenciaga, Gvasalia had designing roles at Louis Vuitton.
Worn by celebrities such as Beyonce, Rihanna, and Kanye West, Vetements clothing has made many appearances in the streetwear industry. The team makes outrageous proportions trendy without being over the top. Their oversized denim jackets, button downs, and sweatshirts are adored and coveted by male and female street stylists alike. The brand continued with this approach in their Spring 2017 collection, incorporating thigh-high boots that reached over the hip, massive puffer coats, and loose fitting coveralls. This collection was unique due to its collaborations with many 18 brands, including Juicy Couture, Canada Goose, and Comme des Garçons. The company sought out the brands that made each article of clothing best, instead of trying to recreate the quality on their own, hence using Levi for their denim pieces. It’s refreshing to see a collection that collaborates with affordable brands worn by so many. Despite Vetements’ high price points, the widespread trend eliminates the feeling of exclusivity that high end fashion so often exudes. The collection also incorporated a sight into Gvasalia’s past: models wore t-shirts and sweatshirts repping Antwerp, Belgium, the city in which Gvasalia attended the Royal Academy of Fine Arts.
Vetements pieces can be purchased on online platforms like Alchemist, Browns, and La Garçonne. They can also be purchased in stores and online at Barneys New York, Nordstrom Space, and Selfridges.