Vetements' new brand to launch in Paris on Thursday

By

Jennifer Braun

Published
Jul 21, 2021

Vetements, the Zurich-based fashion brand founded by Demna Gvasalia and his brother Guram in 2014, is finally set to reveal its “secret project” involving the launch of a new brand, in Paris, on Thursday. 

The brand has unveiled that it will reveal the first collection titled “xxx” at 7:30 pm in Paris, while the name of the brand and exclusive imagery from the collection will be exclusively shared via a private instagram account, under the username: @vetements_secret_project.

First announced during Paris Fashion Week last month, the “secret project” was initially announced with a mysterious teaser video and private Instagram account. The brand is expected to cater to all genders, and to be heavily inspired by traditional menswear clothing and sartorial tailoring.

Vetements said that their new creation will be, "a brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring. A brand without a logo, but recognizable from far away. A brand that doesn't exist, but is missed already. A brand from tomorrow, that is based on yesterday, on today."

It was also revealed that the brand would launch via a new initiative from the Gvasalia Family Foundation, which is establishing an “experimental laboratory, a multi-dimensional platform for young talent, which could one day replace traditional conglomerate structures by redefining co-working spaces and co-creating experiences.”