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Demna Gvasalia Reveals Vetements' Plan to Disrupt the Fashion System
PARIS, France — Up until now, much of the attention on Vetements, the design collective led by Demna Gvasalia, has focused on the creative earthquake the brand orchestrated in Paris over the past few seasons, with a product-focused approach rooted in digital culture and a raw, unpolished aesthetic, and buzzy fashion shows held at Le Depot, a famous sex club, and Le Président, an off-piste Chinese restaurant.
But Gvasalia, together with his brother Guram who acts as chief executive, is not stopping at creative provocation alone. Starting this year, they plan to roll out a completely different operating model designed to streamline the production cycle, take advantage of pre-collection timing and elevate the creative output of their fledgling label. Here, we learn how and why they think it is going to work. via BusinessOfFashion