DELIVERY guy or trendsetter? These days, it’s hard to tell. Vetements, a Zurich-based fashion house, showed off a T-shirt inspired by DHL, a courier firm, in 2015. For a mere $200 a shirt, the young and ironically chic can look almost but not exactly like the chap who brings boxes to their parents’ doors. The T-shirts sold out in an instant.
This is called “anti-fashion”: tweaking mundane items and sending them down the catwalk with eye-watering price tags. Vetements makes a packet out of it. The label’s founder, a native of Georgia named Demna Gvasalia, is also the creative director of Spain’s Balenciaga, a fashion house which sells something like an IKEA blue carrier bag for $2,145. Youthful hypebeasts can’t get enough of them.
Mr Gvasalia fled the Georgian civil war as a child and studied design in Antwerp. Now his homeland is latching onto his success. Georgia once made drab clothes for the victims of communism; its garment...Continue reading
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