Fashion, News & Events

Vetements launched a new fashion brand and we’re intrigued

VTMNTS is exciting.

words by: Sahar Khraibani
Jul 27, 2021

Around the last two weeks of June, Vetements teased its Instagram followers with a private account that it urged them to follow. The post said: “ONLY TONIGHT – COMMENT +1 AND WE WILL ACCEPT YOUR @vetements_secret_project REQUEST ASAP!”

 

 

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A post shared by VETEMENTS (@vetements_official)

 

Vetements used their place on the Paris Fashion Week calendar to make an announcement after unveiling its SS22 collection last month. A short movie glitched between drone-view cityscapes and supermarket checkouts before closing on a blinking eyeball that promised the July dates of a “special project” –  something that Vetements co-founder Guram Gvasalia has now confirmed to as the debut of a completely new brand.

 

 

Vetements’ special project, which was unveiled during Paris Fashion Week debuted recently and is “heavily inspired by traditional menswear apparel and classic tailoring” while “catering to both genders.”

 

The brand issued an official statement before the July launch and though it was very abstract, it said the following: “a brand without a logo, but recognizable from far away. A brand that doesn’t exist, but is missed already. A brand from tomorrow, that is based on yesterday, on today. A brand that wears something old, something new, something borrowed, something blue!”


This project will be managed by the Gvasalia Family Foundation, which will serve as a “shelter” for new talent in the future. The foundation will be “a new experimental laboratory, a multi-dimensional platform for young talent, which could one day replace traditional conglomerate structures by redefining co-working spaces and co-creating experiences.” Concepts, rather than people, will guide new additions to the platform, and these will not be limited to the fashion world. The Gvasalia incubator will be “a new interpretation of what a conglomerate would look like.”

 

You can check out the new line, VTMNTS, now via Instagram. Their Spring/Summer 2022 lineup is ready for preview. Let us know what you think of the sub-label.

 

Photo via VTMNTS