There are codebars, a skyline, the cash register at a supermarket, a concert, an explosion, and a lot of questions around the new project of Vetements, but let us try to put the pieces together for you.
It all starts with Vetements sharing a highly cryptic video accompanied by a press release late last week. The statement reads:
“Gvasalia Family Foundation is starting a new experimental laboratory, a multi-dimensional platform for young talent.” “As the first milestone, the creators of Vetements will premiere a new brand on the 22nd of July, 2021. A brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring.”
You can see the video here:
Breaking it down, the release has two parts that connect with each other, first, a platform to endorse new talents, second, a new brand to come out late this summer. Back in 2019 CEO Guram Gvasalia spoke about their intentions to work to help foster new talent, but we didn’t hear anything of the sort until now with this project. And behind it we don’t read the name of Vetements but “Gvasalia Family Foundation” instead.
As it appears, this new “experimental laboratory” will be putting out an open call for talents of all ages, assisting in the creation of brands aimed at interrupting conventional “conglomerate structures”. The Gvasalia Family Foundation will provide mentoring, technical development, production, supply-chain, distribution and financial support. The idea is to give space to creation without the restraints of the pace that merchandising dictates.
For the other part, we know that July 22 will mark the launch of a new brand. According to the official statement this will be: “A brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring. A brand without a logo, but recognizable from far away. A brand that doesn’t exist, but is missed already. A brand from tomorrow, that is based on yesterday, on today. A brand that wears something old, something new, something borrowed, something blue!”
One new brand? Well, at least for now, Gvasalia also said “It’s going to be five brands, 10 brands, as many as we can manage to find the right people for”. This talks about a project that will be focused on collectives and not individuals.
If you’re eager to find out more about what’s coming, Vetements also launched a new Instagram account, @vetements_secret_project. But wait a minute there, before you jump right into it you should probably know that the account is currently set on private mode. The brand has been encouraging fans to comment on posts shared to the brand’s main account so they can gain access to the new account, so, feel free to give it a try and wait in line with the rest of us.