How Anonymous Designers Are Trading On Their Creators’ Lack Of Ego

The most talked-about show of Autumn Winter 2015 Paris Fashion Week was held in the dingy enclaves of a subterranean leather club, Le Dépot, in the Marais.

The models were street-casts and were adorned in items that didn’t carry a designer name. Instead, they said “Vetements,” almost-French for “clothing”.

This non-label is headed by designer Demna Gvasalia – previously of Louis Vuitton and Maison Margiela – alongside two others – who, until recently, were moonlighting while designing for existing Paris houses, hence the need for anonymity.

Vetements are an interesting example of a new breed of brand who eschew a singular name and many of the trappings of traditional luxury. They presented their first collection, on rails rather than the catwalk, in Paris in March 2014 and this year, they were finalists for the prestigious LVMH prize. “It felt like there was a niche of people… who wanted just clothes,” says Gvasalia earnestly, about the impetus to begin Vetements. “No statements…  just proportion, certain volumes, certain kinds of pieces, that they wanted to wear. And we had 27 stores [buying], in the first season.” They now have 84.

Vetements are exclusive to 4.

Shop the Autumn Winter 2015 Collection at 4.

Read the full post on The Telegraph.

Nameless-labels2 4 25 27

Nameless-labels2 4 25