Thank you for VETEMENTS, DemnaGvasalia
Remember when Vetements was one of the hottest names in fashion? During its peak, roughly between 2014 and 2017, the brand was on the backs of nearly every major influencer, sneakerhead, and fashion insider alike. It was instant street style gold, thanks to its oversized hoodies, DHL T-shirts, and uber expensive jeans. Demna Gvasalia was heralded as the mastermind behind the underground label, but now, he's exiting the brand he co-founded five years ago.
The Georgian designer, who will continue to serve as creative director at Balenciaga, was no doubt the face of Vetements, but he has long maintained that the label is the work of a collective group, all of whom will continue on with design duties without its star thinker. Despite his high profile, however, the energy and buzz behind the brand he co-founded has declined in recent seasons.
A series of factors have contributed to this waning, including Gvasalia's new job at Balenciaga and his sporadic show schedules . It's also a different time in fashion now than it was when Vetements first launched — his overpriced, capitalist-kitsch wares and predictable styling cues have faced growing competition from other luxury streetwear brands with a stronger community of followers.
As Gvasalia split his time equally between Balenciaga and Vetements, it will be interesting to see how the former will evolve now that he will be devoting more time to the French brand. As for Vetements, CEO Guram Gvasalia toldthat this moment marks a new era for the label, including growth and major expansion."New projects and surprise collaborations are to be revealed in the very near future," he told the outlet.
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