Guram Gvasalia is the new creative director of Vetements

After unveiling its FW22 collection, Vetements has chosen to take a further step forward by appointing Guram Gvasalia as its new creative director thus filling a void present since September 2019, when Demna had left the creative direction from the brand after four years. Co-founder of Vetements along with his brother, Guram has always held the role of chief executive officer contributing to some of the most famous collaborations among those put up by the brand over the years and giving birth to the second incarnation of Vetements, the Vtmnts project.

"Vetements is more than a brand to me. Its DNA runs in my blood," said Guram Gvasalia. "But I felt I needed to come out publicly for all the kids out there who dream of fashion, but are too afraid to tell it to their parents who will not approve." Although the news may sound like a given, officially the role was still vacant and entrusted to a "collective of creative minds" who had ferried it over the past few years. The latest collection seems to have breathed new life into the brand after a period of crisis in which the aesthetic based on irony and memes seemed to have lost the charm of yesteryear.

Vetements FW22

Vetements FW22

Vetements FW22

Vetements FW22

Vetements FW22

Waiting for further developments, we can imagine that Guram's new role may represent a new creative push for a brand desperately looking for a comeback, something already seen with the FW22 collection, able to bring back the attention on a name given up for dead for too long.