Vetements introduces VTMNTS to redefine traditional luxury

Jennifer Braun

Опубликовано
23 июл. 2021 г.

Vetements, the Zurich-based fashion brand founded by Demna Gvasalia and his brother Guram in 2014, revealed on Thursday its latest project dubbed, 'VTMNTS'. 

The brand that's short on vowels, made its debut with a Spring 2022 menswear collection with an impressive 100 looks, acting as a symbolic reference to show its 100% commitment to the fashion industry. 

The collection includes genderless styles rooted in traditional menswear, while the traditional logo was replaced with a barcode — set to become a signature brand element. Described as “a collection of silent, long-term luxury”, it features leather blazers, skin-tight t-shirts, loose fitted trousers, puffer jackets, as well as accessories like sunglasses made by highly skilled jewelers out of solid white and yellow gold, and much more. 

At the collection’s core, is a commitment to quality with “clothes done in the best possible way, in the best quality, and with a lot of love and attention to detail,” as it aims to redefine traditional luxury for the next generation. 

The reveal follows weeks of speculation after Vetements announced a “secret project” with a mysterious teaser video and private Instagram account, during Paris Fashion Week last month.

“The industry is dominated by big conglomerates and the young generation stands no chance,” VTMNTS said in a news release. “This is why we decided to start a little revolution and launch brands that are going to play a new game and play this game by new rules.”  

VTMNTS will be an entirely separate entity from Vetements, which is only connected to the main project by sharing certain resources and know-how, the brand said.

“VTMNTS is a brand for people who wear clothes for themselves and not for others, for those who have nothing to prove, for those who do not want to wear huge logos and scream what brand they are wearing, for those who understand the high quality and value of craftsmanship,” VTMNTS continued. 

The brand launch also comes with a new initiative from the Gvasalia Family Foundation, which will provide mentoring, technical development, production, supply chain, distribution and financial support.