What Does it Mean if Vetements is Losing Ground?
Last week, an article about fashion label Vetements, followed by a rebuttal from the brand, offered a momentarily clearer view into the customarily murky state of fashion today. So let's seize it and take a close look at this Vetements saga, and what it implies about fashion.
what is vetements?
Let's start high level. Vetements is an independent fashion label founded in 2009 by designer Demna Gvasalia. By early 2016, Vetements had burst, seemingly out of nowhere, onto the global fashion scene. The piece that largely did it: this DHL t-shirt, which in an instant of universal alignment, captured the exact fashion zeitgeist at a precise moment in time. All of a sudden, and I mean, blink and you missed it, Vetements was the darling of the fashion industry: a young, startup streetwear label with bottomless hype and demand to match. Championing anti-fashion as fashion, and tailored for the age of social media, Vetements has enjoyed a kind of industry domination, cultural impact, and relevance customarily reserved for legacy fashion houses like Gucci and Dior. That Gvasalia was named Balenciaga's Creative Director in late 2015 solidified the cachet of both the designer and his brand.