Can VETEMENTS Steal the Spotlight Again?

When VETEMENTS jumped on the scene in 2014, it quickly shook up the fashion industry’s understanding of what contemporary “anti-fashion” could be. Termed a “design collective,” the brand’s philosophy has always been irrefutably “anti-luxury,” even if its price points posed a contradictory argument. But VETEMENTS’ anti-luxury personality extends beyond dollar signs and into the cultural ephemera where the brand grew its legs. Under the creative direction of Demna Gvasalia (before he went mononymic), the business direction of his brother Guram and an overarching theme of recontextualization, VETEMENTS quickly became one of the most popular brands of the mid-2010s. Read more at HypeBeast.