The wait is over! As we reported, Vetements has been teasing its “New Secret Project” for a month now, and finally the mystery was uncovered.
It all started with the “vetements_secret_project” Instagram page. Set on private mode, fans were encouraged to send follow requests, and they did, hoping to get the first look at their latest drops, and around 100 thousand of them were accepted. Yesterday all the posts the account made last month while they teased the new arrivals were deleted and one at the time the looks from the new brand ‘VTMNTS’ Spring Summer 2022 collection are being posted.
Anyways, the pictures shared in the account run very much behind and the whole line was released for everyone to see at Vogue Runway. Said collection, named “XXX,” comprises a total of 100 looks. “100 looks represent our 100% commitment to this industry” stated the brand.
VTMNTS explains in their press release. “The industry is dominated by big conglomerates and the young generation stands no chance. … We decided to start a little revolution and launch brands that are going to play a new game.”
As they had already divulged, the line draws from classic menswear and tailoring while going for a genderless take on attire, and the traditional logo was replaced by a barcode that will become a signature element of the brand.
“VTMNTS is a brand for people who wear clothes for themselves and not for others, for those who have nothing to prove, for those who do not want to wear huge logos and scream what brand they are wearing, for those who understand the high quality and value of craftsmanship,” stated VTMNTS. “The aim of the brand is to redefine traditional luxury for the next generation.”
Described as “a long-term silent luxury collection” the debut line offers pieces such as trucker jackets, puffers, track pants, skin-tight tops, leather blazers, and features prints that align with the philosophy already mentioned, the barcode instead of the logo and t-shirts with They/Them, She/Her and He/Him pronouns, accounting for their genderless proposal.
The long wait and teasing seems to have backfired a little though, since fans expressed disappointment in the comment section of Instagram. The followers of the brand considered the hype around the new drops out of proportion given that they believe the proposal didn’t have a significant difference with the regular collections of Vetements. Also, they were expecting an announcement regarding Guram Gvasalia’s statements about fostering new talent.
Still, we can expect more news to come on VTMNTS offering mentorships, financial aid, education, and other initiatives overseen by the “Gvasalia Family Foundation”. As it was reported, a “multi-dimensional platform for young talent” aimed at interrupting conventional “conglomerate structures” will be launched, though we don’t know exactly how it will be implemented yet.