Vetements Announces Guram Gvasalia As New Creative Director
Luxury fashion brand and “design collective,” Vetements, founded by Georgian fashion designers Demna Gvasalia and Guram Gvasalia, has appointed a new creative director.
The label has appointed Guram Gvasalia, making Guram both the CEO and creative director of the Zürich-based brand.
“Everything has its time. It is time for me to come out,” said Gvasalia in an Instagram post. “From AH22–23, I took over the brand and decided to step in as Creative Director of the house.”
Guram already has his first collection under his belt: the Vetement’s FW22 collection. The collection exudes affluence and is a nod to a new generation of wealth and Bitcoin millionaires, featuring oversized yet tailored silhouettes.
“In the past years, there were numerous attempts to take from VETEMENTS what has always belonged to VETEMENTS. To protect our hard work, the codes and the DNA of VETEMENTS, I knew what I had to do to claim back VETEMENTS’ original birthrights,” continued Guram.
The ability to lead the creative reigns at Vetements’ creative elements while still controlling the business side speaks to Guram’s success at both the company and in his professional career.
“To all the kids who have no means to pay for fancy design schools with its 50 to 100k yearly tuition fees. Those who need to take day jobs to pay the bills, while self-learning design at night. For those who come from underprivileged families and feel like they will never belong to this fashion world. It’s all my story. I’m a refugee. My family lost everything we had during the war. None of us spoke any language when we ran away to Europe. We lived in refugee camps. Going to fashion school was not an option for me, my parents would have never approved, as my brother was already considered to be the lost cause, and I was the only hope left to feed the family. But I want to tell to everyone who reads it, none of it should define or limit your potential. It’s important to have people in your life who believe in you, but it’s nothing if you do not believe in yourself. Your background is not who you are. Where you come from is not your final destination, it is your starting point.”
Originally published at https://retailbum.com on December 16, 2021.
