Vetements has always been a two man project, led by the Gvasalia brothers, Demna and Guram. Earlier this week, Demna announced that he would like to be referred to by his first name only, and now the disruptive brand he's helmed since 2014 has announced that Guram will be stepping into the creative director role.
Demna was creative director of the brand since its conception in 2014, and held the position at the luxury streetwear brand until 2019, when he stepped down to focus on his creative director role at Balenciaga. Since then, the brand operated sans creative director with Guram holding the title of Vetements CEO until now.
Guram will now sit at the helm of both aspects of the brand, the creative and the business side, stating, “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,” in an Instagram post. He added: “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.
I’m a refugee. My family lost everything we had during the war…" Gvasalia wrote. "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.” He concluded his letter with a hopeful message: “Dream, and dream big! Live life the way you always wanted to live! And one day these dreams will come true!”
Vetements’ Fall/Winter 2022 collection presented in late November marked Guram Gvasalia’s first collection as creative director of Vetements.
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