He embodies its ethos: take the artificial and common, then distort, re-contextualize, and exaggerate to make it something beautiful. Long West’s mimic, Travis Scott has performed in the clothing and attended Vetements runway shows with his mentor. Among Gvasalia’s admirers is Kanye West, and with his taste goes the rest of contemporary hip-hop. Created by the Margiela and Louis Vuitton-trained designer Demna Gvasalia, the line takes inspiration from the common its name is even just French for “clothing.” Non-luxury materials often highlight Gvasalia’s runway shows, which take ordinary items and brands and fit them to haute couture with extreme, unnatural silhouettes. First presented in 2014, Vetements is among the buzziest new fashion lines.
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