“You can’t saturate the market. It’s so easy today to get caught in the sell-out trap”
Creative Director of Balenciaga and founder of VETEMENTS, Demna Gvasalia, recently sat down with Vestoj to discuss a wide range of topics.
He opens up about pretending to be a security guard in the early days of VETEMENTS, his fear of selling out and staying authentic to his brands.
Take a look at excerpts from the interview below.
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On pretending to be a security guard:
“I remember back in the early days of Vetements, when I was still into partying I used to dress in security uniforms, which are really easy to get anywhere in the world – you don’t need a license. I’d dress in boots, a T-shirt with ‘Security’ printed on it and bomber jackets. I never had to queue and I never paid for a single party. I just walked right in.”
“To me, authenticity can be the fabric you choose to make a parka: a military parka is authentic in a khaki washed cotton. If you do it in denim, it’s not authentic. Authenticity is about going back to the original archetype. Every garment I do is based on a garment that already exists; I don’t invent anything new. Well, apart from the legging that turned into a pump that I did recently at Balenciaga and called ‘pantashoe.’”
On selling out:
“I think about the dangers of selling out every day. You can’t saturate the market. It’s so easy today to get caught in the sell-out trap, especially when a business is successful and a product is in demand. When something becomes popular, buyers want to get more of it and are willing to invest a higher budget in your brand in order to make more pro t from it. But you get to the point of oversaturation too easily: you produce too many hoodies and T-shirts and soon people don’t want it anymore and it goes on sale. We’ve had to deal with this kind of situation a lot at Vetements and we’re only now beginning to understand how to strategise and manage this in the future.”