Creative Director of Vetements Demna gvasalia
What are the trendiest brands in recent years? If you are a bit interested in trends, I think you might be the first. Vetements is a brand developed around creative director Demna gvasalia. He is a designer from Eastern Europe and graduated from the Antwerp Academy in Belgium, one of the world’s three fashion schools. The University of Antwerp is said to be relatively easy to enroll, but graduating is extremely difficult, with only 20 percent of graduates coming to the university. After completing his studies at Antwerp University, he worked as a designer in Martin Margiela and Louis Vuitton for 7 years, and he earned a career in fashion houses. Beginning with his 7-member colleagues, he began his career as an independent fashion project where friends and colleagues co-opted to express vision and aesthetics of fashion.
The purpose of Vetements was to make clothes that people wanted but could not find in the market. Introducing clothes that are faithful to their instincts with their creative aesthetics and style. ‘Vetements’ means ‘clothes’ in French. In this year’s fall / winter season, Vetements made their first debut collection.
Here are three main reasons why Vetements attracted attention. First, if the existing Ready to Wear were costumes that would come out of a fairy tale, then his collection was very commercial, and he made the hood he wanted to wear or the dress he wanted to wear. In this regard, Demna gvasalia said: “Today, people have too many things to choose from. Therefore, it is the biggest challenge to make people choose. You should not make a fairy tale. It is not a reality. Instead, consumers should create a hood they want to wear or a dress they want to wear. ” He also says that if he consumes more than 20 minutes to dress up in a costume, he cancels the costume from the collection itself. In this respect, the costumes of Vetements are very close to everyday life and practical.
The second is his deconstructive design. His design is influenced by Martin Margiela, the fashion designer of the deconstructed state where he worked, but he added his street sensibility. This was enough to enthrall fashion people who were tired of fashionable layouts and shapes with designs that were never seen before. The oversized outfit looks like it was worn over the top of the worn-out pants. And the shiny boots of the enamel that come to the thigh. It was a layout that I could not see anywhere before, so it was enough reason to be enthusiastic in the fashion world that always needed freshness and creativity.
The third is a neutral design. Nowadays, genderless is a trend, the design of Vetements seeks a design that can be worn without discrimination between men and women. With its neat design, Vetements appears on the runway in a collection of men and women. There are also many such items. For example, the hood that can be described as the representative design of the Vetements is a design that can be worn regardless of gender.
Another thing to mention is the fashion cycle of Vetements. “The whole system is no longer working anymore,” Demna gvasalia said in an interview. There is no connection between creative vision and commercial vision. The fashion business system, which runs at a very fast pace, destroys creativity and business and causes a constant vicious circle. “In this regard, Demna gvasalia’s creativity and commercial strategy of Vetements are in a good balance, “He said. “We are not obsessed with making pre-collections since we have established the principle of producing only two collections a year. The creative part has to go far ahead of the market. “We have to provide what is not in the market, challenge the market, and make the product that the market wants.” By this strategy, Demna gvasalia and his brother Grams Basalia (CED of Vetements) showed the Vetements collection at the end of January, after the men’s fashion week, which was not a major fashion week. It was my strategy to increase sales and avoid discounts. If you hold the collection at the latest in June, the product lifecycle of the store will be much longer and in fact it will be more complete in the production process. Demna gvasalia and Crew, who knew this fashion well and were smart, carried out the collection and the result was very successful.
“Business of fashion” has chosen Demna gvasalia as the “Person of the Year” in 2016, while the confusion and transitional fashion era continues with the reconciliation of luxury and spa brands. With his explosive popularity and design in his debut three years, he will also be the Creative Director of Valencia. Valencia’s design, which he designed, is also very well appreciated by the public. Although he was criticized for lacking the diversity of model casting by casting only the white model, he sought similarity between cue and fetishism and proposed his own unique signature look. In addition, he was able to grow rapidly in February this year, to mark the “new world order”. His design is one of the most well-known brands in the world, and one of the brands he can find in the paparazzi of Hollywood. Pop star and fashionistar Rihanna is known as an avid fan of his collection. In the fall-winter Vetements collection, she was a huge fan of buying a whole collection.
His fashion world, which controls the world fashion, is still in progress. Is not it surprising that he’s only thirty-five years old yet? That age is also the reason why he expects what designs he will make in the future.
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