The secret is out, Guram Gvasalia reveals his "secret VTMNTS project".

VTMNTS is a different entity from Vetements.

A project announced for a few weeks now on social media through an Instagram post illustrated with a shaved head seen from behind with the words “new brand is coming” written on the head, while on the nape of the neck a barcode indicates the same date of 22 July . Absence of logo, despite the VTMNTS name, Gvasalia, has chosen to play with the reality of the universally recognized barcode as a way to graphically represent the label (will it mean something?), A symbolic gesture, a message that alludes to consumerism.

“Personally, I don’t wear logos,” said Gvasalia, “and those like me who don’t might say, ‘Well, maybe I could wear a little barcode.‘”

100 looks to symbolically demonstrate their 100% commitment to the fashion industry.

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What does Gvasalia want to say about the clothes of his new VTMNTS label? A clue could certainly be that despite being a purely male collection, it could easily be used for any gender, the freedom to be what you want is unfortunately still a taboo but this collection does not want to have a specific target.

Gvsalia during an interview with vogue says:For example: jackets, which button high on the chest and whose seams have built-in piping, made not only for the look, but because the skill involved in that sewing technique is almost impossible to imitate . Or the pants, the cut of which was perfected after every single person on the team tried them on and evaluated what worked and what didn’t. Ultimately, the measure of VTMNTS ‘success must be judged not by what it is not but by what it is: a new label that conspires to offer clothes that possess both the thrill of fashion that transcend the immediate thrill of staying and ultimate. In the (still) difficult time we are experiencing, there is a real joy and optimism in that, not to mention just a little courage, in venturing into the territory of launching a new label when you still have the day job. Maybe that’s why Gvasalia chose a silver lining for some of those jackets.

What remains certain is that through this collection Gvsalia sends strong and clear messages, a freer world without labels, a world now dictated by consumerism, a world that hopefully is projected into the future with avant-garde, daring and courageous ideas. like this collection. We are sure they will have some nice surprises in store for us and we can’t wait to see what they will bring in the future.

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Aurora Minio

Nasco a Catanzaro un lunedi del lontano Febbraio 1998.   A 18 anni decido di lasciare la mia piccola città del Sud e la mia famiglia, per provare a camminare con le mie gambe e continuare ad inseguire il mio sogno, da quel momento sono passati 5 anni, 1 laurea in “Fashion Styling & Communication” presso la Naba Nuova Accademia Di Belle Arti e vari workshop di formazione. Vivo costantemente di forti sensazioni, adrenalina e incertezze, credo che la moda non è un qualcosa che esiste solo sotto forma di abiti. La moda è nel cielo, nelle strade, la moda ha a che fare con le idee, il modo in cui viviamo, ció che accade.