Six years ago, VETEMENTS’ (a brand by Demna and Guram Gvasalia) fashion experiments seemed inappropriate. Sweatshirts as the new luxury, ‘random’ people as models, challenging traditions — it could have been a provocation if it wasn’t a prediction: today, nearly the entire high fashion follows those rules. Before launching his own brand, Demna Gvasalia was a major designer at Maison Margiela. There, he acquired the celebrated deconstruction technique of the great Belgian, and applied it to VETEMENTS, also reflecting on the zeitgeist that shifted with the inception of the Internet and meta-irony. In the brief years of VETEMENTS’ existence, the Gvasalia brothers have done more for the fashion and contemporary art industries than any of their colleagues in decades. In 2022, Guram Gvasalia was appointed as VETEMENTS creative director.