Guram Gvasalia is Now the Creative Director of Vetements – WWD

Vetements forgot to say one factor when it unveiled its fall 2022 assortment late final month: It may be credited to Guram Gvasalia, who has been named artistic director of the Zurich-based trend home.

Cofounder of the model, Gvasalia has been the chief government officer since its inception, having cast sturdy relationships with a large swath of the world’s prime specialty retailers and shops.

He has additionally dreamed up collaborations with the likes of “Star Wars,” prolonged the model into meals with a signature burger, masterminded a second model Vtmnts, and functioned as the home spokesman, speaking editors and retailers by way of the assortment every season.

The government is additionally one thing of a bon vivant and trend plate, a fan of crocodile boots, Hermès leather-based items and high-quality fundamentals like T-shirts and cowboy shirts — so long as they’re black.


The model has been with no artistic director since his brother and co-founder Demna Gvasalia, artistic director of Balenciaga since late 2015, stepped down from Vetements in September 2019.

At the time, Guram Gvasalia touted Vetements as a “collective of creative minds.”

Vetements fall 2022.

A glance from the Vetements fall 2022 assortment.


He continues to stoke mystique round the model, declining all touch upon when and if he would possibly substitute himself as CEO.

In a press launch written like a confessional letter, Gvasalia mentioned the change was made to guard the model and “declare again Vetements’ authentic birthright.

“But it is not the only reason why I am doing this. It’s true, I could have done it secretly as I’m a very private person,” Gvasalia wrote. “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.”

He referred to his childhood in Georgia throughout the civil conflict, when the household fled to Germany and going to trend faculty appeared like a pipe dream.


“Vetements since Day One is built on creativity. And I want to make sure that all the young people out there know — you do not need to have rich parents, you do not need an investor, you do not need to sell your soul to big evil corporations — you can make it on your own. You can change your life with your own creativity and passion,” Gvasalia wrote.

Announcing the launch of its Vtmnts model final month, the home mentioned it was the first step in creating “a new version of what a conglomerate could look like.”

Founded in 2014, Vetements and Demna Gvasalia are broadly credited with sparking the streetwear development in trend, and bringing a hard-core, underground vitality to the worldwide trend scene.

Like most manufacturers, Vetements pivoted to movie and look-book drops throughout the pandemic. Asked if he would possibly ever take a bow, ought to Vetements resume bodily runway exhibits, its new artistic director replied: “Maybe one day.”


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