VETEMENTS AW21 - INTRODUCING NEW BRAND
On our ongoing search to bring you a carefully curated selection of men’s fashion, we go over a wide range of brands, both upcoming and established. We believe this balance to be part of our DNA and of what makes us so unique as a high-end menswear store. As such, we’re extremely excited to add yet another powerhouse to our brand roster – VETEMENTS.
Founded in 2014, VETEMENTS is the brainchild of Demna Gvasalia, the Georgian designer who took the world by storm with his disruptive take of normcore fashion. After graduating from the Royal Academy of Fine Arts in Antwerp, home to some of the most renowned fashion designers in recent history, Demna went on to work at Maison Margiela and Louis Vuitton, before venturing into his own project.
After debuting its first collection at a Parisienne Sex Club, VETEMENTS was caught on the fashion radar, but it wasn’t until 2016 that it became truly mainstream. The bold move to incorporate everyday household brands into a high-end fashion collection paid off, with the yellow DHL tee becoming one of the most coveted and talked about items ever. Known for exploring anti-glamorous subcultures, socio-political statements and celebrating normality in both its garments and models, VETEMENTS is at the core of the normcore fashion movement. In essence, normcore explores the aesthetic universe of “ordinary people”, re-appropriating familiar everyday references that connect to consumers on a subconscious level.
For AW21, Demna presented one of its most extensive collections so far, depicting current social issues and acting as a metaphor for the “current hell we’re all living through”. The collection takes us on a journey through hell, earth, rainbows and heaven, mixing Matrix-y Goth and tailored elements with printed statements referencing freedom of expression, individuality and youth culture. The overall vibe continues to be provocative and rebellious, taking us back to a 90’s underground club aesthetic, all while bringing other influences to the table, as a showcase of how diverse the brand has become.
Vetements AW21 will be online soon, stay tuned!
