"VETEMENTS" or Vetements Group AG is a brand/design collective created by Demna Gvasalia and Guram Gvasalia in 2014. The fashion designing brothers created the luxury label to challenge modern day trends. Pronounced "vet-MAHN", it directly means French for "clothing". Reflecting the belief of the brand, their clothes is simply made to be worn, no gimmicks. Over-sized silhouettes, enlongated sleeves, morphed shapes, all became staples of the brand's image. After the retirement of Demna Gvasalia in 2020, his brother recruited friends who have worked for Celine, Louis Vuitton, Balenciaga, and Masion Margiela to name a few, to design with him and continue the vision of Vetements.