Zurich, Switzerland-based Vetements as lead by Guram Gvasalia touches on well-worn streetwear trends with a summer 2024 collection that makes a unique statement through extremely oversized sizing looks.
As part of a press run promoting the collection, Guram has caused some chatter for a recent interview in which he compared his career trajectory versus his brother Demna Gvasalia‘s to the Kylie Jenner and Kim Kardashian and Venus and Serena Williams.
In an exchange with the NY Times, Guram explained, “You have Kim, who is a great person…and you have Kylie. Kylie’s the young generation. She’s been very successful without having sex tapes, without having to go through all the things that her sister had to go through. Another example is Venus and Serena Williams. They’re both fantastic. But somehow there was a point where Serena managed to kind of take over.
“I think my brother is very talented, but I have a completely different approach to things. He had his good run of 10 years, and I think his era is slowly going to its finish line. Now it is my time.”
Vetements was founded by the Soviet Georgia-born Gvasalia brothers in 2014. Demna, who was the brand’s creative diretor, left the brand in 2019 and the 37-year-old Guram, who was often described as a business partner, took over as creative director of Vetements in late 2021.
While her tour was recently delayed because of illness, Madonna tapped Guram to design her “Celebration” tour looks.
Check out Vetements summer 2024 collection below.
