Vetements has officially announced that Guram Gvasalia, until now its CEO, is now the brand’s creative director. Before Guram’s appointment, his brother Demna, with whom he founded the disruptive brand in 2014, was in charge of the design. Together, the duo seized street and luxury fashion with their signature long-sleeved tees, hoodies, DHL tees, and more. In 2015, Demna was appointed Creative Director of Balenciaga and subsequently left Vetements in 2019 to focus 100% on the French house. Since then, Vetements has operated without a creative director and recently launched its new VTMNTS collection.
“VETEMENTS is more than a brand to me. Its DNA runs in my blood. But it is not the only reason why I am doing this. It’s true, I could have done it secretly as I’m a very private person. But I felt I needed to come out publicly for all the kids out there who dream of fashion, but are too afraid to tell it to their parents who will not approve. To all the kids who have no means to pay for fancy design schools with its 50 to 100k yearly tuition fees. Those who need to take day jobs to pay the bills, while self-learning design at night. For those who come from underprivileged families and feel like they will never belong to this fashion world. It’s all my story. I’m a refugee. My family lost everything we had during the war. None of us spoke any language when we ran away to Europe. We lived in refugee camps. Going to fashion school was not an option for me, my parents would have never approved, as my brother was already considered to be the lost cause, and I was the only hope left to feed the family. But I want to tell to everyone who reads it, none of it should define or limit your potential. It’s important to have people in your life who believe in you, but it’s nothing if you do not believe in yourself. Your background is not who you are. Where you come from is not your final destination, it is your starting point.”
– Guram Gvasalia, CEO and creative director of VETEMENTS
Photo: Guram Gvasalia