Vetements Teases New Fashion Brand With A Wholly Different Look, Coming In July
Image via 360b / Shutterstock.com
Paris Fashion Week has been largely digital this year, and Vetements has taken the opportunity to make an announcement about a “secret project” it has been working on.
Guram Gvasalia, Vetements co-founder and CEO, has told WWD that the project referenced in its short video teaser, screened last Friday, is indeed the launch of a new brand.
The rapidly-paced video, saturated with imagery of vertical height, a supermarket checkout, and various barcodes, teases the launch of a “secret project” launching on July 22, 2021.
This project is part of the Gvasalia Family Foundation, a structure designed to provide young talent with a platform and co-creating opportunities. The CEO describes the Foundation as a “multi-dimensional platform for young talent” and “a new version of what a conglomerate would look like,” instead of putting emerging designers through the traditional corporate hierarchy that the fashion industry has largely operated on for the last few decades.
Not many other details about this brand have been revealed so far, but Gvasalia has confirmed that the aesthetic of this new label would be entirely different to Vetements, drawing its inspiration from traditional menswear and “sartorial tailoring,” but with the ability to “cater to all genders.”
[via Dazed, cover image via 360b / Shutterstock.com]
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