Vetements
Style keywords
About the brand
Vetements was founded in 2014 by Georgian fashion designer Demna Gvasalia alongside his brother Guram Gvasalia and six anonymous designers in Paris. The luxury fashion collective emerged from a desire to challenge the conventional fashion industry, which the founders found boring and stagnant. Known for its disruptive approach, Vetements defies traditional fashion standards by merging high fashion with streetwear elements, creating provocative designs with exaggerated silhouettes and tongue-in-cheek pop culture references. The brand rose to international prominence with its iconic DHL t-shirt from the Spring/Summer 2016 collection, which became a symbol of high-fashion parody and sparked the "logomania" trend. Operating as a design collective rather than following a single creative vision, Vetements fosters collaborative experimentation that transforms everyday clothing into luxury fashion statements. Now headquartered in Zürich, Switzerland, the brand continues to redefine contemporary luxury through its subversive, anti-establishment aesthetic that celebrates individualism and creativity over traditional opulence.
