Sib­lings in style

The Star Malaysia - Star2 - - PEOPLE - By ANNE- LAUrE MONDESErt

Refugee brothers’ mav­er­ick la­bel turns fash­ion on its head. they hit the cat­walks, Gu­ram cheap ma­te­ri­als and lux­ury looks, said. As a part of this rad­i­cal Gvasalia said that fash­ion needs to with Gvasalia claim­ing his prin­ci­ple change, Vete­ments are al­ready go still fur­ther and re­think it­self to in­spi­ra­tion was rid­ing the Metro com­bin­ing men and women’s wear em­brace rar­ity and lux­ury. through one of the rough­est in their lat­est show.

Vete­ments pro­duces only two stretches of the French cap­i­tal. “To­day there are no gen­ders any­col­lec­tions a year, he said, while the Yet his brother said the pres­sure more,” claimed Gvasalia, who grew big houses pro­duce six to eight to turn out so many col­lec­tions was up with his brother in Ger­many which means clothes are only in also im­pact­ing on cre­ativ­ity. af­ter flee­ing their home­land as civil the shops for a mat­ter of weeks “De­sign­ers are hu­man be­ings. war raged in the early 1990s. be­fore the price is slashed in the Cre­ative peo­ple need time ... the big “To­day you can choose what you sales. groups, they don’t care about this. want to be. The clothes have the

“The in­dus­try is over­pro­duc­ing. They take a de­signer... ( and) the gen­der, not the peo­ple who wear If some­thing goes on sale, it means cor­po­rate ma­chine eats them up them.” it was over­pro­duced. and spits them out. And then, France and Italy’s fash­ion fed­era

“In or­der to make peo­ple want there’s a new one. tions are doggedly re­sist­ing some­thing, you need to make scar“Of course I care for my brother, Amer­i­can at­tempts to re­or­gan­ise city. The real def­i­ni­tion of lux­ury is he’s a very cre­ative per­son but it’s a the cat­walk cal­en­dar so the pub­lic some­thing that is scarce,” he added. lotof pres­sure, and I don’t want to can buy clothes as soon as they hit

“Ev­ery sin­gle piece in our col­lec­force him to do four col­lec­tions for the cat­walks. tion is go­ing to be a lim­ited item. us, on top of his col­lec­tions for In­stead of the au­tumn- win­ter We don’t re­stock and we don’t Ba­len­ci­aga,” Gu­ram Gvasalia shows tak­ing place in the spring as re­pro­duce – if it’s sold out, it’s sold added. hap­pens now, New York wants out.” In­stead he said he wanted to see them to be staged “in sea­son” at the

Vete­ments – which sim­ply means only two shows a year, with Paris be­gin­ning of each au­tumn, with “clothes” in French – be­gan as a col­fash­ion weeks moved from March spring- sum­mer col­lec­tions fol­lowlec­tive of seven anony­mous de­signto Jan­uary and to Septem­ber to ing suit. ers who also worked else­where June. But Gvasalia said the row over un­til Demna Gvasalia stepped out “I want to have the so­lu­tion that the switch to a “see now, buy now” of the shad­ows. is not only just good for me, I want sys­tem is only part of the prob­lem. It made its name with over­sized to have the so­lu­tion that is good for “With Demna, we’ve been streetwear, clev­erly jux­ta­pos­ing ev­ery sin­gle brand that shows,” he through war, we’ve been through THEY ar­rived in Europe as child refugees flee­ing civil war and are now run­ning one of France’s coolest fash­ion la­bels.

But the young Ge­or­gian brothers be­hind the hip brand Vete­ments, whose new col­lec­tion re­cently hit the Paris cat­walk, have still big­ger plans – to rev­o­lu­tionise the way the fash­ion busi­ness works.

De­signer Demna Gvasalia, 34, newly in­stalled at the head of Ba­len­ci­aga, is such a hyped tal­ent that the rap­per- turned- de­signer Kanye West last week threat­ened to poach him.

“I’m go­ing to steal Demna from Ba­len­ci­aga,” he tweeted.

But days be­fore Gvasalia un­veiled his first col­lec­tion for the ven­er­a­ble la­bel so loved by Jackie Kennedy, his younger brother Gu­ram, 30, who runs Vete­ments’ busi­ness side, said their mav­er­ick way of work­ing could be a model for the rest.

With the in­dus­try in­creas­ingly torn by a row over whether col­lec­tions should go on sale as soon as so many things in life, we saw re­ally bad things. And once you’ve seen bad things, the fash­ion in­dus­try is ( about) hav­ing fun. You start to ap­pre­ci­ate life dif­fer­ently,” he said.

Life as a refugee and their mixed back­ground has taught them to think in a dif­fer­ent way.

“We are a mix of eight na­tion­al­i­ties and three re­li­gions: we have a grand­mother who is Jewish, a grand­fa­ther who is Mus­lim, and a father who is Chris­tian. When some­one asks me where my home is I can­not re­ally say,” Gvasalia said. – AFP Re­laxnews

De­signer Demna Gvasalia, who is now head­ing Ba­len­ci­aga, is a much- hyped tal­ent.

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