Cult youth fashion brand of the moment Vetements grew from a deep desire to breakaway from the traditions of high fashion. French couture house Balenciaga, owned by luxury brand conglomerate Kering, has it's roots spread deep in history. Georgian fashion designer Demna Gvasalia, a graduate of The Royal Academy of arts in Antwerp, now stands at the helm of them both.
It is this seemingly odd pairing of brands, both so different in concept, that has led the public and corporate success of Gvasalia at both fashion houses. Balenciaga desperately needed a boost of modernity, while still connecting consumer's with founder Cristobal Balenziaga's legendary legacy, using inspiration from the exciting, grassroots culture of young luxury label Vetements, set up by a creative collective of friends, therefore making both brands more accessible and desirable with a cult-like status amongst fashion followers.
The young creative director has a mysteriously quiet online presence - Gvasalia's official Instagram account has only ever posted one photo- a blurry selfie- and has no profile picture, yet has over 13,000 followers. Perhaps this is a strategic move, as it could be said that staying out of the so called spotlight makes a designer more flexible and malleable to suit multiple brands, and keeps the focus on the product, rather than personal life and potential scandals.
Demna Gvasalia is regularly cited as one of the figures responsible for breathing new life into the Paris fashion scene. With his fresh approach to contemporary design, developed from working with top luxury brands like Louis Vuitton and Maison Martin Margiela, Gvasalia has directed the spotlight onto Eastern European designers once more. We can't wait to see what he does next.
Images from Icon House.