Already The Brand’s CEO, Gvasalia Will Also Take Over As Its Creative Director
Guram Gvasalia is taking over as the creative director of Vetements, starting with the brand’s Fall 2022 collection.
Vetements was founded in 2014 as a partnership between brothers Guram and Demna Gvasalia. Demna worked as creative director and led the Vetements design collective, while Guram worked as the company’s CEO and handled the business side of things.
Following his appointment as the creative director of Balenciaga, Demna remained in his role at Vetements, until 2019 when he left to focus solely on Balenciaga. Since then, the design work for the house’s numerous collections has been attributed to a creative-director collective.
Guram Gvasalia will maintain his previous role as CEO in tandem with his new role as creative director, a choice that embodies a somewhat radical idea by fashion industry standards that both creative and managerial roles can coexist in harmony, as well as a statement that one doesn’t need a formal design background to be a creative visionary.
The truth is, creativity is a part of human nature. We all have it. Some are just too scared to channel it ’cause of the society and the boxes most of us are put in since we are kids. We all have our own sensibilities and if they are calling to you—just let them out!
– Guram Gvasalia
The results of his new double role are already out in the world: the house shared its subversive, beautifully tailored, and ominously ironic Fall 2022 collection via a digital presentation on November 25th. We look forward to seeing Guram continue to work.
