Vetements – the slightly different brand. Away from trends and concepts of the fashion industry. The brand is the contra of the high fashion world and still establishes itself as a very popular brand. The feeling of subculture, dirt and youth is brought back on the Paris catwalks. It was only in 2009 that the design collective Demna and Guram founded the Vetements brand in Paris.
With Anti Style, they create unconventional looks that question other trends. Oversize cuts, asymmetrical or deconstructed looks are shown on the catwalks. Their designs are seen as eccentric and avant-garde. Their fashion can be described as the work of people who were annoyed by the fashion world. With their own dissatisfaction with the fashion world, the brothers created wearable clothing, or rather: ghetto fashion for people who drink at the subway. Demna worked for Maison Martin Margiela and Louis Vuitton, where frustration encouraged him to make a difference. The goal is not to create new fashion, but to create another fashion. Drafts should be completed during the creative process and so exciting collections are created again and again. Brainstorming in the office is the new keyword for the label’s collection planning.
In addition, Vetements Online Shop already offers clothing that you no longer have to distinguish as ladies & gentlemen, but are simply collections for everyone. A gender-neutral fashion department is the new trend! The designer collective renounces gender separation! Starting with flea market shirts, advertising t-shirts, uniforms or fabric scraps, the result is a look that will be appreciated at the Fashion Week.
Vetements Video: Shows
Their shows are known for extraordinary locations, whether gay clubs or Mc Donald’s branches, everything is adapted to everyday life and presented extravagantly. Even Jared Leto or Kanye West sat in the front row and wore the outfits of the show themselves. A new fashionable art form is created and implemented with interesting materials. Their models are also not from the normal fashion industry and model agencies. In 2017 Ikea employees were supposed to present their collection.