Today Guram Gvasalia announced his new role as creative director of avant garde brand Vetements via a detailed letter about his love for creativity, the fashion industry, and childhood. The news may feel somewhat of a Mandela effect as many of us remember Gvasalia as creative director already—well, not exactly.
To backtrack, Guram, who launched Vetements with his older brother Demna Gvasalia has served as the label’s CEO handling the business side while Demna dealt with the creative and design end. In 2015 Demna became the creative director of Balenciaga, where he is still at the helm today. Following Demna taking on his responsibilities at Balenciaga, Vetements began to be designed by a collection collective of creatives who have designed the Paris-based brand’s label, including its newly launched VTMNTS—until now.
The younger Gvasalia started his announcement letter with, “Everything has its time. It is time for me to come out!” Coming out as a creative, that is. Guram continues to note that “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,” he adds in the statement shared with GRAZIA. “We all have our own sensibilities, and if they are calling to you—just let them out!” WE couldn’t have said it better, Guram!
Gvasalia will take on his new role as creative director, starting with Vetements Fall 2022 collection this upcoming season. Guram cited that he won’t be stepping back from his role as CEO but rather merging the two roles to show that people can be creative and business-oriented and that creativity isn’t just traditionally learned.
After years of being behind the scenes and keeping the ship afloat, we’re excited to see Guram’s express his artistic side publicly — it must run in the family.
