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Nicola Mira
Nov 23, 2021
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Vetements to show online on Thursday, VTMNTS in physical format in January

Translated by
Nicola Mira
Nov 23, 2021

Vetements and its new line VTMNTS continue to advance along parallel paths. After presenting the Spring/Summer 2022 collection online in May, the label founded in 2014 by Georgian designer Demna Gvasalia, and led since his departure in 2019 by his brother Guram, has announced it will showcase its new collection for the Fall/Winter 2022-23 once again online, on Thursday November 25 at 7:11 pm CET. Vetements told FashionNetwork.com that its new label, VTMNTS, will instead stage a physical catwalk show in January 2022, at an undisclosed venue.

A look from the VTMNTS collection by Guram Gvasalia - VTMNTS

In summer, Vetements launched a brand-new line, VTMNTS, whose clothes and accessories are characterised by “understated, sustainable luxury,” featuring genderless models mostly inspired by menswear (leather and quilted jackets, tight-fitting t-shirts, generously cut trousers and more), on which the logo is replaced by a bar code.

Vetements is keen to change the rules of the market's game, and VTMNTS is the first project inspired by this new approach. In summer, when Vetements launched this “top secret” initiative, it also announced it had set up the Gvasalia Family Foundation, whose goal is to provide resources and genuine backing to young emerging labels in areas like production and distribution.

The idea was to introduce an innovative project on the market, with the goal of “redefining traditional luxury for the next generation.” In other words, VTMNTS is positioned as a high-end label, with products of extremely high quality and great attention paid to details and finishings, while expressing a unique vision, set apart from that of the major luxury conglomerates.

“The goal is to offer younger generations the same level of quality that Hermès gives to its sophisticated clientèle. The label is entirely separate from Vetements,” the company, which is based in Zurich, told FashionNetwork.com. VTMNTS is indeed an independent project, linked to Vetements only “through a degree of synergy in terms of resources and know-how.” Initially, the new line seemed destined to replace Vetements, which experienced a runaway success under the aegis of Demna Gvasalia but is now going through a declining phase.
The first collection by VTMNTS consists of 100 looks. It was unveiled in July and will arrive in-store in December. It has already won over some 100 leading multibrand retailers worldwide, among them 10 Corso Como, Antonioli, Adelaide, Boon The Shop, Browns, End, H.Lorenzo, Joyce, KM20, Luisa Via Roma, Maxfield LA , Saks Fifth Avenue, The Webster, Tsum and Ssense.

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