Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Lotta Volkova opens Vetements first-ever show at Paris Fashion Week, for Spring 2015. The Russian stylist, one of Gvasalia’s key collaborators, is part of a cadre of creative types from Eastern Europe that has taken the fashion world by storm with a raw, underground aesthetic shaped by the experience of growing up after the collapse of the Soviet Union.

At Vetements, she not only had a hand in the casting and styling, but also acted as a creative catalyst for Gvasalia, who described her as one of his best friends who became an integral part of the Vetements team.

In an interview to WWD in 2015, he stopped short of calling her a muse. “She is very versatile in the way she’s dressing,” he says. “She’s more of an interface for me, like I need somehow a woman to talk about the clothes and to get the very subjective feminine opinion about things.”

Reviewing the SS15 show, WWD noted that the collection “had just the right doses of sexiness and cool.”

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Gosha Rubchinskiy opens the Vetements Spring 2016 show, wearing the DHL t-shirt.

Gosha Rubchinskiy

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Vetements’ straight-leg, high-rise style made from secondhand denim was first introduced in fall 2014, as part of the brand debut collection, but its popularity skyrocketed after Vetements’ Fall 2015 show, held at the notorious gay sex club Le Depot in Paris.

The reworked jeans is made from two vintage pairs, which are cut along the seams and stitched together. The style constantly sold out on all major e-tailers.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

In 2016 Vetements was among the brands elected new guest members to the couture calendar in Paris. The following year, amid runway overload, Vetements nixed its Paris show. 

For the fall 2018 season, Vetements joined Men’s Fashion Week in the French capital.

Finally, Vetements reverted back to Couture Week, where they have been showing their co-ed collections for the past two seasons.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Manolo Blahnik’s Hangisi shoe were thrust into the spotlight at the Vetements spring 2017 show during the Paris Couture. Manolo Blahnik was one of 18 brands working with Vetements that season, including Levi’s, Brioni and Juicy Couture.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Perhaps one of the most iconic products, the lighter-heel boots have had countless iterations and continue to be ubiquitous among street style stars everywhere.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

In 2017, Gvasalia and his brother Guram, chief executive officer of Vetements, moved the company to Zurich from Paris, underlining that a new chapter had opened based more on “pragmatic dressing” rather than the decorative, glamorous or thematic approach many designers take.

For its “No-Show” event, held in a car park, Gvasalia presented looks from his Spring 2018 collection shot on locals in Zurich.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

Kim Kardashian with daughter North West wearing matching Vetements silver sequined dresses.

Vetements gained cult status also thanks to all the celebrities who have been attending its shows and sported its items. From Kanye West and Travis Scott, who attended the brand’s second-ever fashion show in Paris, to Gigi Hadid, and even Celine Dion, who was photographed wearing the “I love Paris Hilton” t-shirt at the most recent Couture Week.

Gigi Hadid out and about, New York, USA – 10 Apr 2018

Gigi Hadid wearing a Vetements x Tommy Hilfiger hoodie

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

From a dry cleaner to a McDonald’s, the sets of Vetements’ shows and events were always a key part of the brand’s image.

Gvasalia said in an interview how he aimed to show “the unpolished side of Paris,”being it the basement darkrooms of seedy gay club Le Dépot or a sprawling Chinese restaurant in Belleville.

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

The Vetements x Maxfield Dry Cleaning event in Los Angeles

Demna Gvasalia’s 10 Most Memorable Moments at Vetements

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