Olgu by Olguta Jeler: Vetements: 'It's ugly, that's why we like it!'

"It's ugly, that's why we like it" deviza designer-ului, care impreuna cu cativa prieteni a pus bazele proiectului Vetements, ce urma sa devina un brand veritabil. Demna Gvasalia este un designer de origine georgiana, care a detinut pozitii importante la Maison Martin Margiela, Louis Vuitton, iar acum este director de creatie la Balenciaga.

Vetements este un brand fresh, bazat pe obiecte oversized, inspirat de articole sport, precum tricouri sau hanorace. Chiar daca are un aer trashy, brut, ce nu se incadreaza in tendintele generice, Vetements reuseste sa suprinda si sa castige popularitate. Moda in zilele noastre evolueaza in mai multe directii concomitent, generand piete pentru orice produs si acceptand diverse stiluri. Femeia de astazi nu trebuie sa se ghideze dupa un tipar, nu este nevoita sa accepte un singur gen ca sa se remarce, ci este incurajata sa experimenteze, sa adopte un stil cameleon. Pentru latura mai putin femnina, mai dura, Vetements relanseaza conceptul sport la un nivel excesiv si creeaza un look de zi atipic, menit sa atraga atentia.

Elementele ce stau la baza acestui brand se rezuma la hanorace oversized, tricouri cu print-uri, camasi supradimensionate cu croi neobisnuit, cizme over the knee. Chiar daca toate piesele tind sa fie supradimensionate si un mix ar parea incredibil de excentric, cumva combinatia arata traznet, iar look-ul in sine emana atitudine. Materialele predominant folosite in creatiile Vetements sunt polyester si nylon, pastrand alura "cool" a creatiilor.

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"It's ugly, that's why we like it", said the co-founder of the Vetements project, that became a high end brand. Demna Gvasalia is a designer from Georgia, who worked for Maison Martin Margiela, Louis Vuitton and now he's landed a new amazing job, as a creative director for Balenciaga.

Vetements is a fresh brand, based on oversized objects, inspired by sportswear, mainly by T-shirts and hoodies. Even though it seems trashy, unconventional, manly and it doesn't seem to fit the "ordinary" trends, Vetements managed to gain a lot of popularity. Fashion, nowadays, evolves on a lot of different paths, at the same time, constantly creating new markets for new, original products. The modern day woman does not need to pick a "style", she can choose to be any type of woman she wants. She can be a lady today, a goth tomorrow and whatever she likes, just like a fashion cameleon. Fashion encourages us to experiment, to find ourselves and to wear whatever makes us feel comfortable and sexy.

The main pieces of the Vetements brand are: oversized hoodies, t-shirts with numerous prints, oversized, cropped shirts, over the knee boots. Even though all the items seem to be oversized and the mix seems surreal, the combo is actually dope. The main fabrics are nylon and polyester, keeping the "cool" of the items.