Vetements: Disruptive Fashion for Rebellious Spirits

Words, SVD. Photos, SVD and VETEMENTS.

July 29, 2025.

Ironic, provocative, and deeply conceptual. VETEMENTS has become synonymous with anti-luxury and aesthetic critique. But what lies behind its international cult following? Let’s take a closer look.

From Underground Collective to Global Label

Now headquartered in Zurich, VETEMENTS was born in Paris in 2014 as a creative lab led by Demna and Guram Gvasalia. What began as a collective of friends with experience at Louis Vuitton, Margiela, and Celine quickly turned into a fashion phenomenon. Demna took on the role of creative director and popularized an aesthetic rooted in oversized silhouettes, subversive references, and a sharp critique of consumer culture. Within just three seasons, VETEMENTS reached peak international hype, redefining what a luxury brand could be through irreverence and conceptual power.

Irreverence with Purpose

What sets the brand apart is its ability to challenge fashion’s classic codes through designs that lean into cultural appropriation, the unexpected, and a self-aware “anti-fashion” stance. Its collections have featured iconic pieces like logo-parody hoodies, jackets turned into artistic statements, and oversized garments inspired by grunge and skate aesthetics. From its famous “no show” in Paris to collaborations with brands like DHL, Reebok, Levi’s, and Carhartt, VETEMENTS has built a legacy of visual provocation and social reflection.

Now Available at SVD

Step into the VETEMENTS universe and discover unique, authentic pieces that go beyond convention—now available at SVD.