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Vetements

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VETEMENTS WAS FOUNDED BY DEMNA GVASALIA, A GRADUATE FROM THE ROYAL ACADEMY OF FINE ARTS IN ANTWERP, BELGIUM. AFTER A SEVEN-YEAR STINT AT MAISON MARTIN MARGIELA AND LOUIS VUITTON, GVASALIA CREATED AN INNOVATIVE COLLECTIVE OF FRIENDS AND FORMER COLLEAGUES THAT FOCUSES ON DESIGNING CLOTHES THEY THEMSELVES WANTED TO WEAR. DEMNA WAS ALSO APPOINTED AS CREATIVE DIRECTOR OF BALENCIAGA IN OCTOBER 2015, JUST AFTER HIS FOURTH COLLECTION FOR VETEMENTS.

VETEMENTS FOCUSES ON WHAT THE NAME STANDS FOR, BY DELIVERING CLOSET STAPLES EXCLUDING THE EXCESS TRIMMINGS. THE BRAND NAME IS GENERIC, BUT THE BRAND CONCEPT IS ANYTHING BUT. THE IDEA IS TO WORK WITH EACH PIECE INDIVIDUALLY AND DECIDE WHAT AESTHETIC IS LIKED MOST ABOUT THE PIECE, HOW TO MAKE IT BETTER WITHOUT ALLOWING THE ENTIRETY OF THE COLLECTION TO SHADOW THE FOCUS ON THE PIECE. THAT WAY, THE PRODUCT REPRESENTS ITSELF AND WITHIN THE COLLECTION. EACH PIECE ALLOWS THE WEARER FREEDOM TO EXPRESS THEMSELVES.

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