Like it or not,
What we do know about the new imprint is that it’s (currently) called “Vetements Secret Project” and will be “a multi-dimensional platform for young talent” aimed at interrupting conventional “conglomerate structures.” Whether that’s a shot at the likes of LVMH, Kering, and Richemont is anyone’s guess — Vetements does at one point call out the “devils of the industry,” though.
It also appears as though Vetements — or rather, the Gvasalia Family Foundation — will be putting out an open call to emerging creatives of all ages, apparently inviting them to create brands under the Gvasalia Family Foundation’s purview. There will be mentoring opportunities, including financial aid and schooling in the realms of distribution, production, and technical development. It’s likely that this incubation program will lead to some trickle-up into Vetements’ own output, or at least into the realm of its new brand.
This announcement coincides with
Oh, about that new brand: in a statement, “the creators of Vetements” made clear that they will reveal a fresh fashion label later this summer. Stylistically, it will draw from classic menswear and tailoring while eschewing typical gender roles, but that’s all they divulged, not even confirming that this new brand will be directly aligned with the incubation project.
Those design cues mesh well with