Vetements

Vetements is a fashion collective founded in Paris by Demna Gvasalia (before his move to Balenciaga) and his brother Guram Gvasalia. The brand disrupted the fashion industry with its ironic, oversized designs that recontextualized everyday garments — hoodies, uniforms, and DHL T-shirts — into luxury fashion statements. Vetements challenged conventional notions of luxury and became a symbol of the anti-fashion movement. Now led by Guram Gvasalia, the brand continues to provoke and comment on fashion’s excesses while maintaining its cult following among fashion’s progressive community.