Remember THAT floral dress you saw on every self-respecting Insta-star, blogger, editor and street styler last fashion week?
The brand behind it is Vetements, the Parisian label headed up by Georgian brothers Demna (now creative director at post-Alexander Wang Balenciaga) and Guram Gvasalia, and their clique of five creative friends.
The brand has done better than even the people who pipped it as a ‘one to watch’ could have imagined. Now on its fifth season, shortlisted for the 2015 LVMH Fashion Designer Prize (though losing out to denim pioneers Marques’Almeida), there's a new season Vetements must-have: a DHL t-shirt, for £185.
If you're looking to get some of that Vetements cool, we're all about this raincoat which is just £105! (The April showers have never seemed so tempting.)
It’s not even surprising when you think of the brains, all more than worth their sartorial salt, who are behind it – led by Demna, alumni of Maison Margiela and Louis Vuitton, before launching Vetements in 2014.
Demna attributes his desire for a creative, enjoyable fashion career to his past posts in the industry – having worked at two of the biggest fashion label’s at their most vulnerable times - at a Maison Martin Margiela, in the wake of Martin Margiela’s departure and at Louis Vuitton during the changeover from Marc Jacobs to Nicolas Ghesquiere.
The team behind the ‘anti-fashion’ brand has all come from similar dissatisfied-conversations-after-work backgrounds - maybe one of the reasons for their relaxed and innovative working style.
Since its first collection for AW14, Vetements has grown, while keeping true to its strong, individual aesthetic. SS16 was off-kilter and unarguably cool (in a Paris right now way), with the crowd and clothes alike - beautiful, interesting, Instagrammable and all-round enviable.
From the beginning it’s following has been mainstream quirky with A-list kook Jared Leto as well as self-labelled fashionista Kanye attending their shows, as Rihanna being papped in their sell-out oversized sleeve hoodie.
What's next? We can't wait to see...