Guram Gvasalia has been named creative director of Vetements.
He continues to stoke mystique around the brand, declining all comment on when and if he might replace himself as CEO.
“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,” Gvasalia wrote. “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.” “Vetements since Day One is built on creativity. And I want to make sure that all the young people out there know — you do not need to have rich parents, you do not need an investor, you do not need to sell your soul to big evil corporations — you can make it on your own. You can change your life with your own creativity and passion,” Gvasalia wrote.
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