Vetements Is About To Launch A New Brand

Vetements just published a press release stating “A new brand is coming” …which can only mean one thing. The announcement was coupled with the mysterious release of a teaser video and the creation of a brand-new Instagram account that teases the secret project. 

The project is set to be released next month and theories about what this project might be are circulating online. The press release stated that the Gvasalia family are looking at experimenting with young talent management, which implies that Vetements’ new venture will look at supporting potential talent. The announcement continues to state that the Gvasalia Family Foundation look to support, mentor and offer financial aid to surfacing creatives. 

The release also reveals that Vetements new brand (to be released 22cnd July) will not only cater to all genders but is heavily influenced by menswear clothing and tailoring. The video released with the announcement is fast-paced. The flashes of barcodes, nature, technology, and social interaction implies omnipotence planted very much within everyday living that possesses both inner and outer societal knowledge. All elements of the world we call home are represented in one short 50-second video that is connotative of an abstruse societal inquiry. 

In true Vetements style, any further information about the new brand is relatively obscure. The label described the upcoming project as: “A brand from tomorrow, that is based on yesterday, on today. A brand that wears something old, something new, something borrowed, something blue!”

The riddle-like description does, however, suggest the brand is in complete synergy with Vetements’ original label whilst being totally different.  

Watch the teaser trailer to Vetements’ secret project above. 

Next Up, Vetements Goes Futuristic In Their Virtual SS22 Show