Demna Gvasalia's status in the fashion industry was cemented when it was announced in October this year that he would be taking over as artisitic director of Balenciaga. Francçois-Henri Pinault, president and chief executive of Kering - parent company to the iconic Parisian hous - praised the designer as "a powerful emerging force in today's creative world." Gvasalia's first collection for the brand is expected to debut at Paris Fashion Week in March 2016.
Alongside the position, Gvasalia will retain his role as head designer and spokesperson for Vetements, the buzzed-about collective of seven anonymous designers based in Paris where he made his name after rising through the ranks at Louis Vuitton and Maison Martin Margiela,Part of the city’s alternative fashion scene, Vetements has drawn the focus away from traditional houses with its simple, streamlined cuts and authentic, youthful energy. Only three seasons old, the brand has already been nominated for LVMH’s Young Fashion Designer Prize.
Gvasalia cites Vetements’ personal focus group – his friends – as its main source of inspiration. He has breathed fresh life into the Parisian fashion scene, moving away from the older, more conservative houses and breaking convention with events including hosting a show in a famous Parisian gay club, casting said friends as the models.
In an interview with The Business of Fashion , Gvasalia explained: “We all met and realised how frustrated we were. We started to lose a sense of fun in fashion. We feel it is inevitable and crucial to create contemporary clothing. We are having a dialogue with today.” The collections born out of their project are minimal without being flat, edgy without the gimmicks. “The most important ingredient for us is the reality, what our woman wears to feel good,” the collective told BoF.