Vetements, the popular Zurich-based fashion brand founded by Demna Gvasalia and Guram Gvasalia, has created a stir in the fashion industry with the announcement of a “secret project” that involves the launch of a new brand. Set to be revealed next month, this mysterious venture has fashion enthusiasts eagerly awaiting its debut.
To build anticipation, Vetements has unveiled a new Instagram account and a teaser video. The video features a series of captivating images, including bustling cities, barcodes, blooming flowers, machinery, a demolishing building, and concertgoers capturing moments on their phones. The video concludes with an image of an eye and the specific launch date: July 22, 2021.
According to a press release, the as-yet-unnamed brand will draw inspiration from traditional menswear and sartorial tailoring while catering to all genders. The label aims to be distinctive, described as “a brand without a logo but recognizable from far away”. It aims to create a brand that doesn’t exist yet but is already being missed. The brand takes cues from the past and present but has a strong focus on the future.
However, this announcement is just the tip of the iceberg for Vetements’ ambitious plans. The new brand will be launched through the Gvasalia Family Foundation, which is establishing an experimental laboratory and multi-dimensional platform for young talent. This groundbreaking initiative aims to redefine traditional co-working spaces and provide support and resources for emerging designers. The platform will offer mentorship, technical development, production assistance, supply chain management, distribution, and financial backing, providing aspiring designers with the tools they need to freely develop their brands without the limitations often imposed by conglomerates.
Guram Gvasalia, the CEO of Vetements, explained in an interview with Vogue that starting a new project is incredibly challenging, particularly when it comes to tasks such as procurement, fabric purchasing, paperwork, and other logistical aspects. Many brands struggle to succeed or feel restrained within corporate structures that limit creative freedom. The Gvasalia Family Foundation’s platform aims to tackle these obstacles head-on and empower emerging talents in the industry.
The platform’s focus will be on collectives rather than individual designers, with the aim of launching multiple brands that offer distinct aesthetics. By filling the gaps in the industry and creating aesthetics that are currently missing, the platform hopes to avoid the creation of superstars and prevent conglomerates from dominating and diluting unique styles.
However, this secretive project extends beyond the realm of fashion. Guram Gvasalia envisions collaboration with talented individuals from various industries to create innovative products and concepts. As an example, he mentioned his recent launch of a new vegetarian burger at Moscow’s concept store KM20.
This project reflects Vetements’ belief that a brand can have a broader impact and create memorable experiences by bringing together talented individuals. Guram Gvasalia’s vision is to collaborate, innovate, and push boundaries across industries.
The announcement of this secret project has ignited excitement within the fashion world, with everyone eagerly anticipating the unveiling of the new brand and the potential impact it may have on the industry. Given Vetements’ reputation for disrupting the fashion scene, it will certainly be intriguing to see what this enigmatic venture brings to the table.
Sources:
– [Vogue](https://www.vogue.com/apparel/article/vetements-secret-brand-gvasalia-family-foundation)
– [Hypebeast](https://www.hypebeast.com/2021/6/vetements-gvasalia-family-foundation-secret-fashion-brand)
