When people talk about the success of a brand, its designers are the focus of talking about the topic. And consumers believe that a lot of love for a brand is also derived from the appreciation of the designer. The “attitude†brand Vetements, once a smash hit, has been favored by everyone because of its grotesque and alternative design style. Recently, Demna Gvasalia, the founder and designer, has made a fuss in the circle because of the news of his own brand Vetements.
Demna Gvasalia, who ended the relationship with Vetements with the phrase "The task is done" does not mean that he will stop writing in the design world. Instead, it means he will inject more energy into his other identity - Balenciaga Creative director.
At that time, it became a frequent visitor to the street with items such as Oversize jackets and worn jeans. Exaggerated costume outlines, unique tailoring methods, and the wearing of this rebellious humanistic dark style, such a maverick fashion attitude, Vetements quickly became popular in the fashion circle soon after its launch. Demna Gavasalia, one of the founders and designers, was also recognized by Balenciaga.
So after Alexander Wang completed the high-profile final show at Balenciaga in 2015, the brand announced the new creative director, Demna Gavasalia. During that time, the major people in the fashion circle were full of curiosity about the performance of the two after the cooperation. Of course, there are also many people who have questioned and even not optimistic about this combination of style and positioning.
“Demna Gavasalia has a wealth of experience and a lot of touch and knowledge about fashion. In design, he is bold and considerate, and coincides with the founder Cristobal Balenciaga, we believe he will be Balenciaga Continue to write a new chapter.†Isabelle Guichot, former CEO of Balenciaga, gave this assessment.
Indeed, Balenciaga and Vetements, which have changed in style in recent years, have the same purpose. Both designers can say that they are “not keeping their dutyâ€. As early as the founder Cristobal Balenciaga was still alive, he launched an avant-garde lantern jacket, high waist style doll skirt and other alternative clothing design. The contours are bold, and the breakthrough design of the lines is emphasized. Even the models invited to display the costumes are very special. In that era, such a design was seen as a subversion of the clothing system, just like Demna Gavasalia's “doing things†in this era.
"He has never done clothes for girls who are beautiful and sweet, even the many fashion models he has invited are also known as "狰狞". One of them is Colette's model, walking like the movie "Four Years" The zombies in the big head still hold their shoulders and are extremely discordant with her face. Any woman can wear Balenciaga's uncoordinated fashion.†Bettina Ballard wrote in the memoirs as a fashion editor of that era. .
Although Balenciaga and Vetements have a hidden "uneasy" gene in their brand, Demna Gavasalia has done a lot of work on how to interpret a brand new Balenciaga in its own way.
After being appointed by Balenciaga, Demna Gavasalia spent a lot of time researching the brand portfolio, Michel Goma, Josephus Thimster, Nicolas Ghesquiere and Alexander Wang. Each creative director is using his own way to highlight the elegance of women's beauty, leaving behind A lot of classics. Faced with the deep imprint of the predecessors, Demna Gavasalia needed a different style of fashion to define.
It must be said that during Demna Gavasalia's creative position as Balenciaga, each year, the brand is gradually injecting some subtle but visible elemental changes. Whether it's a large-scale suit, a Bazar large-striped shopping bag, a pull-back pull-down jacket, or a collaboration with the world's largest humanitarian aid organization, the World Food Program (WFP). Although there are still many people who give negative comments such as "This is not Balenciaga", "Leave these designs in Vetements", "I love Balenciaga, but this is really unfortunate", but this does not seem to hinder consumers. Shopping desire.
According to sources, “Balenciaga has become one of the fastest growing brands of Kaiyun Group except Gucci. Since Demna Gavasalia took over, the brand has significantly increased its sales quota.â€
If, before that, the City handbag, commonly known as the "locomotive bag", is considered to be the most classic presence of Balenciaga in consumer impressions, then the Tirple S shoes designed by Demna Gavasalia should be said to have been there. Nothing, once launched, it set off a wave of buying, from the traffic star to the trend of the Icon are not missed, even the odds of walking on the streets are extremely high.
However, when the shoes talked about the design concept at the beginning, both the shape design and the color matching were used by the management of Balenciaga to describe the ugly word. But it is precisely Demna Gavasalia, which is difficult to define the ugly or beautiful aesthetic, but it has caused a warm repercussions in the market, and even pushed the old shoes to a wave.
Demna Gavasalia, who is now officially bidding farewell to Vetements, can be seen as a unique identity in Balenciaga. So, is there any expectation that he will have different expectations in the future of the brand? I am afraid it will take quite a long time to test. But objectively speaking, no one can bring a brand into the “peak†twice, even if it is Demna Gavasalia.
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