JOSEPH MEETS //
VETEMENTS

JOSEPH MEETS //
VETEMENTS

Few young designers manage to maintain an element of mystery under the spotlight these days. But then, fashionís norms and expectations donít really apply to Paris-based design collective Vetements anyway. Helmed by Demna Gvasalia, a veteran of both Margiela and Louis Vuitton, the brand has gained a cult-like status in just the year and a half since presenting its first collection. Thereís a rumour that Kanye West spent more time in their showroom than he did at his own wedding.
Vetementsí popularity with an impressive range of tastemakers was evident at the after hours presentation of their third collection at the famously messy-fun Depot nightclub in Rue des Ours last month. Fun it certainly was. But Vetementsí deconstructed, surreal mood also signals a unique confidence and sophisticated approach to detail. Gvasalia and his team are casually resetting the streetwear agenda with clothes that are both provocative and utterly wearable.

With the launch of Vetements at JOSEPH Westbourne Grove, we naturally had some questions. Hereís what Gvasalia told us.

Few young designers manage to maintain an element of mystery under the spotlight these days. But then, fashionís norms and expectations donít really apply to Paris-based design collective Vetements anyway. Helmed by Demna Gvasalia, a veteran of both Margiela and Louis Vuitton, the brand has gained a cult-like status in just the year and a half since presenting its first collection. Thereís a rumour that Kanye West spent more time in their showroom than he did at his own wedding.
Vetementsí popularity with an impressive range of tastemakers was evident at the after hours presentation of their third collection at the famously messy-fun Depot nightclub in Rue des Ours last month. Fun it certainly was. But Vetementsí deconstructed, surreal mood also signals a unique confidence and sophisticated approach to detail. Gvasalia and his team are casually resetting the streetwear agenda with clothes that are both provocative and utterly wearable.

With the launch of Vetements at JOSEPH Westbourne Grove, we naturally had some questions. Hereís what Gvasalia told us.

Hi Guram. Tell us, how do you make those famous ripped bottom jeans?
First itís a challenge of finding the vintage jeans, then opening the seams (which is quite an experience in itself as those vintage jeans are really really well stitched!) and then cutting our tailored shape in it and stitching all back together. We actually never counted the hours on it, but it certainly is at least double of what it takes to make brand new jeans.

How would you describe the Vetements womanís attitude? Itís authentic, daring, easy, unpredictable and cool.

Can you explain your non-traditional, non-seasonal approach to the collection?
We decided not to give our collections a seasonal frame, because this allows us to make pieces that are free from general concepts, we work on every garment separately and decide what's the best creative approach to it, the fabric or colour. Its more personal and permits us to create a product that is more authentic and worked out independently.

If Vetements had a slogan/mantra what would it be?
Work hard, party hard.

Sapeurs-Pompiers and Securite Ö we love the firefighter and security uniform pieces. But is there a socio-political message behind them?
Itís actually based on clothes some of us wear to the studio and we get inspired by what we see around us, so it is very autobiographical, but although subconscious it probably is a sort of reflection of the time we live in.

If you could pick one person living or dead to wear Vetements, who would it be and why?
A girl Iíll spot tomorrow in the Parisian metro or in a seedy dive bar, scrolling down her iPhone or sipping on some vodka tonic, loving being herself and having character, personality and an authentic, daring, easy, unpredictable and cool attitude.