We’re obsessed with Vetements. And we’re hardly alone in this fervour. At the announcement of its primary designer Demna Gvasalia’s induction to creative director at Balenciaga in October, attention was suddenly drawn to the relatively unknown fashion house, with a cult-like following festering around its tightly shut doors.

The Paris-based collective started in 2014 with an Antwerp-esque manifesto against trendiness and fast fashion. With several members of the house sharing roots at Maison Martin Margiela, the brand is built on a similarly conceptual approach, with foundations in deconstruction. But what distinguishes Vetements is that it creates clothes to be lived in and worn with ease.

With all the curiosity shrouding the brand, Vetements itself has become an object of desire, with industry acclaim and street style stars’ increasing devotion to its covetable hooded sweatshirts, denim and jersey tops. Its photo book, chronicling backstage images from the SS16 show, sold out immediately at its stockists worldwide including Dover Street Market.

Before Gvasalia’s hotly anticipated debut Balenciaga show in Paris Fashion Week in March, we spoke to three eminent industry insiders, including our editor-in-chief Caroline Issa, about why they’re in the Vetements fan club.


Caroline Issa, editor-in-chief at Because, fashion director at TANK

“I’m excited about the brand because of its irreverent take on what is ‘beautiful’ and ‘luxe’ – those floral dresses that appeared on all the most stylish women looked so comfortable but were also such a statement with the bigger volume and print. Vetements is clothing with a subtle bite. And those who look to Margiela’s best years when Martin Margiela himself helmed his label, will see a younger inherent to Margiela’s throne. And that’s exciting.

Vetements’ denim is so simple, cut beautifully, but has those ‘wink wink’ details that show a bit of effort. When you break down the outfits, there are so many pieces that are versatile for your wardrobe.”


Natalie Kingham, buying director at Matchesfashion.com

Matchesfashion.com is Vetements’ first UK stockist. The luxury e-tailer is currently selling the SS16 collection.

“My three personal favourite pieces from the collection are the black floral dress which I already have, the black jeans and the black sock boots. I’ll definitely be purchasing all of these. There’s no need to rethink how you put looks together – the beauty of Vetements is that it effortlessly falls into your existing wardrobe and works with your favourite pieces.

There is an incredible level of technical detailing in each piece, which makes you realise how talented Demna is as a designer and how new and modern Vetements feels.”


Caroline Gaimari, fashion director at Purple.fr

Gaimari interviewed Gvasalia for the magazine’s Autumn Winter 2015 issue just months ago.

“In just a few seasons, Vetements has managed to insert itself into the global fashion landscape as one of the most important brands to follow – a breath of fresh air for a younger generation excited to express themselves through fashion made by their peers.

I am a lover of denim and I would say that their reconstructed jeans – made by matching up two pairs of coveted vintage jeans, ripping up and rebuilding – are a great, timeless fashion statement.”