Monday, 18 April 2016

Brand to Know - Vetements

Parisienne brand Vetements is making some serious waves in the world of fashion. Founded in 2014 by brothers, Demna and Guram Gvasalia, they joined forces with their collective of friends to make up the team at Vetements. Shifting away from the constraints of traditional fashion houses, Vetements has breathed a new lease of life into the Paris fashion scene with youthful collections and oversized cuts. Oh...and did I mention that Demna also happens to be the newly appointed Artistic Director at Balenciaga? Having worked his way through the ranks at Louis Vuitton and Maison Martin Margiela, his new role at Balenciaga, following Alexander Wang's departure, will run alongside his head designer position at Vetements. Stepping away from conventions, the brand is going from strength to strength having already been nominated for LVMH's 'Young Fashion Designer' prize. For S/S16, seen below, the collection was multifaceted. Twee floral prairie prints were seen on smock dresses, as well as being printed onto plastic tablecloths which then became apron dresses. Velvet, leather and denim were also key fabrics and of course the brands signature 'hoodie' made an appearance emblazoned with a scene from Titanic. What's not to love about that?
Adding to this brands new approach to fashion, it was announced that going forward they will show their A/W collections in January and their S/S collections in June. These dates coincide with other fashion houses Pre-Fall collections, a time when fashion buyers have a premium budget to allocate to the next season. This also means that the mainline collection will be in stores for longer before it goes into the sale, generating a higher revenue. The S/S16 collection was snapped up by the likes of Net-a-Porter and Matches Fashion, but is now widely sold out.
Vetements has already racked up an army of loyal devotees, including Rihanna and Selena Gomez - showing that their collections can be styled in many different ways. A brand to watch for sure!
Phillippa x

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