Demna Gvasalia’s subversive street style brand VETEMENTS arrives in Hong Kong with a visionary capsule collection collaborated with JOYCE, now available online at Lane Crawford.
In a matter of seasons, VETEMENTS’ founder Demna and a team of experienced talents, including Gvasalia’s brother Guram, have turned the industry on its head. Founded in 2009, VETEMENTS is a subversive fashion brand designed by a largely anonymous collective including founder Gvasalia’s brother Guram and five other brands. Combining experience from fashion houses of Maison Margiela, Louis Vuitton, Balenciaga, Céline, and Antwerp’s Royal Academy of Arts, their irreverent defiance of the traditional understanding of fashion has earned them a robust following around the world.
Set against hyper realistic backdrops, their reappropriation of the fashion and its true meaning has defied and questioned traditional expectations. Their ultra-pragmatism and disruptive strategies have garnered a cult-like following by embracing the down-to-earth nature and bleak realism of alt youth culture and dress sense.
Going back and perfecting the work of previous seasons, Gvasalia’s collection ensures the popularity of select favourites that followers of the brand may have missed out on, as well as limited edition ready-to-wear pieces paying homage to the City of Lights.