Vetements

Vetements is a fashion label founded in Paris in 2014 by brothers Demna and Guram Gvasalia. Conceived as a challenge to established fashion conventions, the brand took its name from the French word for “clothes,” placing familiar garments at the centre of an unconventional creative approach. Oversized hoodies, exaggerated tailoring, reworked denim, and graphic T-shirts became recognisable elements of its identity, drawing on everyday uniforms, internet culture, and post-Soviet references. By altering scale, context, and presentation, Vetements transformed ordinary clothing into provocative statements about taste, status, and consumer culture. Its collaborations with established clothing and footwear brands further explored the boundaries between utility, familiarity, and luxury. The label became closely associated with the rise of oversized silhouettes and the convergence of streetwear with high fashion during the 2010s. Rather than offering a polished ideal, Vetements finds expression in disruption and irony, presenting a wardrobe that questions the rules of dressing while giving everyday forms an unexpected, often confrontational presence.