Vetements is a trendy brand founded in Paris in 2014. The founder, Demna Gvasalia, and his brother, Guram, opted for simplicity. At that time, people were tired of glamour, luxury, rhinestone sparkle, and deliberate sensuality. Even the brand name Vetements simply means "clothing" in French. They designed clothing that anyone can wear, which marked the start of the "ugly fashion" trend. Demna showcased huge, bulky sneakers, oversized t-shirts with branded inscriptions, and comfortable hoodies and sweatshirts on the runway, in contrast to evening couture collections. The audience and the fashion industry were captivated. The first collection in 2014 was fresh, down-to-earth, and comfortable for everyone. They even had ordinary people modeling the clothing, breaking away from the supermodel norm. In general, Demna believed that the concept of traditional runway shows had become outdated. Urban realism became the trend within a few years.
Demna and Guram grew up during the start of the civil war in Georgia, and their family had to flee from Sukhumi to Tbilisi. The brand's DNA, like the lives of the brothers, is closely associated with risk-taking, and Vetements took a risk in the fashion industry and came out successful.
Despite its inclusive approach and the use of relatively accessible fabrics like cotton, denim, and knitwear, sometimes it's more challenging to obtain a sample from the new collection than to order a Birkin bag. Demna defies conventions in every aspect. He can quickly dress models in runway looks, allowing the clothes to have a slightly worn and natural appearance. He can even organize a show at a flea market and recruit models through Instagram.
Currently, Demna has focused on his work at Balenciaga, while Guram manages Vetements with a secretive creative team in Zurich. The fall 2020 collection brought back the slogan "back to basics" - a return to the brand's origins. The collection featured the most popular models from all seasons, including square padded jackets, faux fur coats, boots transitioning into leggings, hoodies with wide shoulders, and much more. According to the creators, the collection is assembled in just 20 minutes; otherwise, it wouldn't be true to Vetements' essence, losing its simplicity and authenticity.
For women today, Vetements offers voluminous hoodies with wide sleeves, oversized t-shirts, printed sweatshirts, minimalist black or pink bike shorts, leopard print bike shorts, shapeless dresses in small prints, vibrant pleated skirts, classic straight jeans, bright joggers, oversized t-shirts with shoulder cutouts, tank top-style dresses, pink denim mini shorts, shirts in a masculine style, semi-transparent polyurethane raincoats, and much more.
You can purchase original women's clothing from Vetements in Europe at affordable prices with countrywide delivery on the official website of the Symbol online store.
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