We're Calling It Now: This Top Might Be Vetements' Next Big Thing

The method behind Vetements' madness is simple: Take clothing no one would ever expect to be desirable, and turn it into exclusive, high-fashion goods that go viral almost immediately.

Creative director Demna Gvasalia is the first to admit this: In Sunday's issue of T: The New York Times Style magazine, he tells writer Alexander Fury of the label, "It’s ugly, that's why we like it.”

But Gvasalia isn't the only talent turning fashion on its head. The interview gives insight into his life, as well as that of Gucci's Alessandro Michele, both of whom were little-known names slightly over a year ago. Today, they're two of the most talked about, most innovative, and most influential figures in the biz, disrupting an industry that has recently been struggling with over-saturation and exhaustion. In the interview, they discuss the hidden beauty in the unexpected, the fine line that exists between something that fulfills creativity and something that's sellable, and how their iPhones have replaced their sketchpads.
Photo: Courtesy of T Magazine.
But what's perhaps most intriguing (and most "Demna") lies not within the extensive feature, but in a photo caption. In an image of the duo holding onto the leash of a German Shepard, the text reads: "Gvasalia (left) borrowed a nearby security guard’s T-shirt, a reference to his own sold-out Vetements look from last fall that reconfigured a similar sweater." Now, not to be totally presumptuous, but given his track record with finding inspiration in the strangest places (see: the red and yellow label of Germany shipping company DHL), could this security guard's polo be the next big thing to hit the runway? Come September, will fashion folk be sporting an oversized, luxury version of this top with their frayed jeans and Gucci slides?

Weirder things have happened. And if there's one thing we know for sure, it's that Gvasalia is always ready to be the king of making ugly clothes cool — security guards shirts included.

More from Designers

There are currently plenty of brands touting custom embroidered or printed garb. But for Dresshirt, the personalization factor has been part of the ...
Though it's hard to imagine a time when more people read magazines than read articles on their phones, bloggers were still making pennies off banner ads (...
Carlton Banks, your moment as a fashion icon has come. On Wednesday, Miuccia Prada showed a collection that, at first glance, might not immediately remind ...
Sewing, cutting, draping, steaming — though you might not know how to do these things yourself, you’d recognize most of the processes of creating an ...
While other luxury heritage brands are sticking to what they know (meaning the dated, one-season-out showing), Burberry is keeping up with the times — and ...
Since taking the helm at Gucci at the beginning of 2015, designer Alessandro Michele has singlehandedly transformed the fashion industry. He (like ...
You don't have to raise your hand if you're among the people who choose to take a break from Instagram during Fashion Week; we know you're out there, and ...
(Paid Content) Last week, Thakoon left convention behind when he presented his new collection at a scenic waterfront setting in Brooklyn, perfectly timed ...
Last February, we were treated to a crayon-colored, upbeat disco for Ashish's, fall 2016 presentation. This season, however, Ashish Gupta took a more ...
I have been working in the fashion industry for just over eight years now, but I’ve spent the majority of my life being big. Even in my wildest fashion ...
J.W. Anderson's intimate show for spring/summer 2017 wasn't one for claustrophobes. The front (and only) row in a tightly-packed, vibrant green corridor ...
It's almost a running joke in fashion that the most universally disliked shoes can (and do) make unexpected, sweeping comebacks. Case in point: The Ugg x...
After the models stormed the catwalk, '80s super style, for the finale of the Topshop Unique show, editors, buyers, and A-listers shuffled toward the door...
In a Fashion Month with many established brands attempting to revive their houses via designer switch-ups and step-downs (and some labels just opting out ...