Designer Vetements Demna Gvasalia: Biography, Creativity and Career

In October last year, the news about the change of the creative director of the Parisian brand Balenciaga blew up the fashion world. Unexpected departure of the American designer Alexander Vang from his post forced the leadership of the popular brand to urgently seek his replacement. Appointment of a person behind whom the reputation of a rebel violating established norms was fixed, caused frank perplexity among all who are involved in the world of haute couture.

So who is this designer who led the eminent brand and attracts attention with collections that combine courage and quality? He was the creator of his own company Vetements, Demna Gvasalia, who made a dizzying career.

The bright start of the Georgian designer

In the founder of the odious brand, which causes conflicting feelings among buyers, many see the prototype of the great Cristobal Balenciaga. On account of the young designer working with the most famous fashion houses, and such a bright start was ensured by the underground artist himself due to his special attitudes towards clothes and an unusual look at fashion.

Biography of the future star of the fashion world

Demna Gvasalia, whose biography is extremely interested in his many admirers, was born in Georgia 35 years ago. The future designer watched as his grandmother constantly changed things bought in stores. He dreamed of creating such outfits that would transform women and turn them into bright beauties.

Because of the father's work, the boy travels around the world a lot. He gets acquainted with modern music, walks through clubs, dyes his hair in bright colors and watches the look of fans of different styles. In Antwerp, Demna Gwasalia enters the fashion faculty of the Royal Academy of Fine Arts and proves herself so brilliantly that he gets an offer to work as a designer of men's clothes before the end of training.

A talented young man who longs to create dresses for women, transforms his dream into reality. The presentation of the collection was highly appreciated by professionals, and Demnu is invited to Maison Margiela - a French brand that shocking avant-garde collections. The designer, who worked for eight years in the company, considers this experience as invaluable. "I learned about many things, saw the wrong side of the fashion and was inspired by the clothes of Marjela to create a new one," states ambitious Demna Gvasalia.

Creativity and career of the creator of his own brand

Later he works with Louis Vuitton under the guidance of Marc Jacobs, however, Demna Gvasalia understands that the concept of luxury brand differs from his ideas about fashion. Disappointed by the joint creativity, he thinks about his own company and creates in 2014 with his friends and brother Vetements, which in French means "clothes".

The brand, undermining fashionable traditions, was instantly christened marginal. It seems that strange clothes with extreme volume and immense shoulders are unlikely to please the buyer, but the author of the collection sees those women who will like his more than extravagant outfits.

Pragmatic Demna Gvasalia recycles the basic things, introducing creative into them. He does not follow the generally accepted rules, but he devises his own laws, working exclusively in his brand. The designer believes that people tend to find themselves, their individuality and choose stylish things. To see the beauty in classic outfits, according to the master, is too simple, he wants to be found in clothes that do not correspond to the notions of the beautiful.

Few facts about the shocking Vetements

The show-room of the young brand is located in Paris, in the most criminal area of Saint-Denis, and the team consists of 12 people who do not want to advertise themselves. Looking for inspiration in various sources, Demna Gvasalia, whose clothes have grown to be loved by such stars as Jared Leto, Rihanna and Kanye West, for four seasons of the company's existence was nominated for the title of the best young designer.

Brand shows take place in the most unusual places, for example, in a Chinese restaurant or gay club, and this designer explains the low rent.

He is always in search of new faces, looking for models everywhere, even on the Internet, browsing social networks.

Vetements came up with branded heels, reminiscent of the shape of a lighter, boots made of socks, aprons from oilcloth and questioned the very definition of fashion.

Branded outfits are sold in stores around the world, and the business of the designer's brother Guram.

The first collections as a creative director

Inspired by the cooperation with Balenciaga, Gvasalia relies on the basic ideas of the brand, mixing in them an individual vision of fashion trends, and is not going to dramatically change the concept of the company. Demna sees her task in writing a new chapter in the history of the world-famous brand.

The first collection of women's designer clothes in the spring of 2016 made a huge impression on the audience. Critics positively evaluated his work in the style of street culture, seeing in them the modernized templates of the fashion house.

This summer, Demna Gvasalia, whose collections cause fierce controversy, introduced a new line of clothing for men. He rethought the fashion of the war years, remaking the silhouettes of the 40's under modern trends. The designer loves boots, and he added all the images in the style of military.

New collection of Vetements 2016-2017

However, after the appointment to the post of creative director Gvasalia is not going to give up his own brand, which he proved this summer, presenting the next collection of Vetements. In a fashionable experiment, he combined the ideas of his colleagues. According to critics, his new line is a great collaboration. The creative approach to creating clothes always provides excitement around the new works of the Georgian maestro, and this collection caused heated controversy in near-fashion circles, but critics rated it rather cool.

The designer-experimenter does not want to intentionally provoke anyone and does not crave a fashion revolution, he considers himself an ordinary tailor who can offer something more than others. You can relate to the creativity of the master in different ways, but no one will deny his influence on modern fashion.