Guram Gvasalia Appointed Creative Director Of Vetements

A look from the Vetements fall 2022 collection.

ZURICH — In 2019, D.M. Fashion Book reported that Demna Gvasalia, the founder of the fashion label Vêtements was stepping down from the brand (see it here).

Guram Gvasalia, who unveiled Vetements‘ fall 2022 collection last month has been named creative director of the brand.

Cofounder of the brand, Gvasalia has been the chief executive officer since its inception, having forged strong relationships with a wide swath of the world’s top specialty retailers and department stores.

He has also dreamed up collaborations with the likes of “Star Wars,” extended the brand into food with a signature burger, masterminded a second brand Vtmnts, and functioned as the house spokesman, talking editors and retailers through the collection each season.

In a press release written like a confessional letter, Gvasalia said the change was made to protect the brand and “claim back Vetements’ original birthright“.

“But it is not the only reason why I am doing this. It’s true, I could have done it secretly as I’m a very private person,” Gvasalia wrote. “But I felt I needed to come out publicly for all the kids out there who dream of fashion, but are too afraid to tell it to their parents who will not approve.”

He referred to his childhood in Georgia during the civil war, when the family fled to Germany and going to fashion school seemed like a pipe dream.

“Vetements since Day One is built on creativity. And I want to make sure that all the young people out there know — you do not need to have rich parents, you do not need an investor, you do not need to sell your soul to big evil corporations — you can make it on your own. You can change your life with your own creativity and passion,” Gvasalia wrote.

Announcing the launch of its Vtmnts brand last month, the house said it was the first step in creating “a new version of what a conglomerate could look like.”

Photos Credit: GIO_STAIANO