Belgian Corner: Demna Gvasalia

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Demna Gvasalia secured his status in the fashion industry by being crowned the new artistic director of Balenciaga but who is this mysterious man?

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Demna graduated at the Antwerp Fashion Academy in 2006. Known for founding the cult clothing label Vetements and working for Louis Vuitton, Demna will work for Balenciaga while retain his role as head designer and spokesperson for Vetements. Vetements’ is all about giving life to classics including bomber jackets, jeans and sweatpants. Lacking the production numbers necessary to approach a denim factory, Vetements began reworking vintage pieces that now has become the core of the brand.

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In an interview with The Business of Fashion , Gvasalia explained: “We all met and realised how frustrated we were. We started to lose a sense of fun in fashion. We feel it is inevitable and crucial to create contemporary clothing. We are having a dialogue with today.” The collections born out of their project are minimal without being flat, edgy without the gimmicks. “The most important ingredient for us is the reality, what our woman wears to feel good,” the collective told BoF.

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