THE SIZZLING SUCCESS OF DEMNA GVASALIA
FROM OBSCURITY TO STARDOM
Some called it promising, others sensational, others strong.
Whichever, Demna Gvasalia’s debut collection for Balenciaga was one of the most buzzed-about events of Paris fashion week. And it rocked. Proving he was perfectly up to the challenge, the founder of the hot Vetements brand sought to distill the essence of Cristobal Balenciaga, mixing it with a totally au courant and fresh streetwear vibe. The starting point was his signature list of key pieces – floral dresses, tailored jackets, car coats and longish skirts, readapted with plush fabrics, attitude and embellishments. Gvasalia also worked the legendary designer’s tailoring acumen by serving up the suit, as in the jacket-and-skirt combo with modernity and sexiness.
But who exactly is Gvasalia? Born in Georgia, Gvasalia founded Vetements in 2014 as a design collective with his brother Guram. The idea was to create a democratic, product-driven label, hinged on an uber-cool mix of cultures, street beat, real life and the internet, interpreted with year-round standalone pieces. A desirable, sassy and contemporary wardrobe for all. In only 18 months, the Vetements shows have become a high-wattage event, his appointment at Balenciaga further heightening his boiling hot success. The low-profile Gvasalia is a graduate from the Royal Academy of Fine Arts in Antwerp. He designed the women’s wear line for Maison Martin Margiela and served as chief women’s wear designer at Louis Vuitton.