Vetements has only been around for the past two years, yet it has already captured fashionistas and celebrities’ imaginations. The brand’s coveted items have been seen on the likes of Rihanna, Kanye West, and Kim Kardashian when they wore their famous hooded sweatshirts and bomber jackets. The brand’s subtle and edgy quality has made it a street style dream for fashion bloggers at Paris Fashion Week. In fact, their cropped patch-work denim have become one of their most popular pieces and there’s no intention for the brand’s young designers to slow down. Once an underground brand, it has become distinguished among the fashion crowds.
Demna Gvasalia is one of the brand’s seven designers who has carved out a grunge niche that has caught the eyes of luxury conglomerates such as LVMH and Kering. His recent promotion as Balenciaga’s creative director has escalated Vetements’ name to grand accord as the fashion crowd continue to promote and wear their clothes. In fact, Spring 2016 is clearly Vetements’ moment because not only were they short-listed for LVMH’s prize, but they continue to make a statement with their collections and runway shows.
Their brand’s aesthetic provides consumers with the opportunity to express their unique style, rather than to follow current trends. Their demographic has always been the average person and this can be seen at their Spring 2016 show where they casted regular men and women from the streets or social media to model their clothes, rather than professional models. Moreover, their collection repurposes items such as hoodies and belts to be worn as chokers. Whether it’s textured whites or florals embedded into stripes, Vetements has cultivated an identity that extends beyond the underground.