Editorial

VETEMENTS Serve Iconoclastic Visuals For SS20

7 February 2020

Exuding humour and satirising the world of luxury, VETEMENTS offer their trademark tongue in cheek attitude this season.

Founded in 2014, VETEMENTS was an iconoclastic presence from the moment it appeared on the fashion calendar. Originally operating as an anonymous collective, Georgian designer Demna Gvasalia found himself pushed towards the forefront of the label having cut his teeth at Maison Martin Margiela and Louis Vuitton. Primed and ready to subvert the realm of luxury menswear, VETEMENTS quickly developed their unique perspective on the state of fashion, offering a sardonic and razor-sharp critique on a world of luxury t-shirts, hoodies and sweatpants.

Now, with the brand's designer leaving the label to continue his work as creative director at the esteemed Balenciaga, Demna's brother, and co-founder of VETEMENTS, Guram, has stepped into the limelight as the brand's chief executive. Renowned in this era for their ironic take on contemporary luxury clothing, VETEMENTS operates with tongue firmly in cheek, blurring the boundaries of taste and decidedly changing the world of menswear irreversibly. An astounding feat for a label that has been operating for a mere six years, the Zurich-based brand continue to play with proportion, graphic placement and cut, ensuring that their core fanbase receive the hit of sardonic wit and playful energy they desire.

Presenting their SS20 collection, the core components of what made VETEMENTS a sensation continues to play a vital role in the brand's aesthetic. Exuding humour and with a distinctive sensibility that shirks the conventions of luxury without forgoing it completely, Gvasalia ensures that the label continues to satirise the modern zeitgeist with aplomb. Combining oversized silhouettes, loud graphic prints and anarchic tendencies, VETEMENTS' modus operandi has retained its confident and brazen attitude. Bold and in your face, the VETEMENTS aesthetic remains as visionary today as it was when it first appeared on the runway in 2014.

VETEMENTS' SS20 collection is available online now at END.

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