In 2014, Vetements was founded as a partnership between Guram Gvasalia and his brother Demna Gvasalia. Guram managed the business and worked as the CEO while Demna handled design and led the Vetements design collective. When Demna became the creative director of Balenciaga in 2015, he stayed in his design role at Vetements contributing until 2019 when he transitioned to focus solely on Balenciaga.

Recently, Guram has expanded his role as Creative Director in absence of his brother to continue the family legacy. Guram shares, “Vetements is more than a brand to me. Its DNA runs in my blood. But it is not the only reason why I am doing this. It’s true, I could have done it secretly as I’m a very private person. But I felt I needed to come out publicly for all the kids out there who dream of fashion but are too afraid to tell it to their parents who will not approve. To all the kids who have no means to pay for fancy design schools with its 50 to 100k yearly tuition fees. Those who need to take day jobs to pay the bills, while self-learning design at night. For those who come from underprivileged families and feel like they will never belong to this fashion world. It’s all my story. I’m a refugee. My family lost everything we had during the war. None of us spoke any language when we ran away to Europe. We lived in refugee camps.”

With Guram Gvasalia’s new position, he brings both the creative and the business sides of Vetements. He expresses, “…that this decision is intended to showcase not only that these disciplines can live in harmony, but that creativity isn’t limited to those classically trained in fashion design. The truth is, creativity is a part of human nature. We all have it. Some are just too scared to channel it ’cause of the society and the boxes most of us are put in since we are kids. We all have our own sensibilities and if they are calling to you—just let them out!”


Always be yourself. Give yourself the space to create, express, and be!

“Finally, all of you must live in harmony, be sympathetic, love as brothers, and be compassionate and humble.” - 1 Peter 3:8