Important is to say from the beginning: It is not a VETEMENTS collection. VTMNTS and VETEMENTS are 2 separate brands, under one umbrella, like Prada and MiuMiu. We try to take esthetically these 2 brands as far as possible away from each other.

In VETEMENTS every pattern would be deconstructed or fully reconstructed, even the simplest jersey pieces are fully re-shaped to have quite extreme volumes of body and sleeves, garments are cut apart, re-assembled and worn inside out. With VTMNTS we wanted to do an opposite. We do not reinvent, we perfect! Clean and modernised shapes of a perfect wardrobe, with no seasonal prints or graphics that will make things look dated, once the season is over. Something that we feel is missing on the market – good clothes that do not scream “LOOK AT ME”!

This collection is “greatest of all-time” classic clothing archetypes – perfected! No gimmicks, no hidden agenda or messages, no shock, no overthinking. Just clothes that you hand is reaching for when you want to look and feel good. A cool pair of western boots, a perfect pair of jeans, leather jacket or even a classic shirt – all iconic patterns are fully redesigned for a modern fit with a graphic silhouette and use of progressive materials to give a new feel for the all-time classics. Clothing with no strings attached.

Fashion is at its strength when it transcends the social media and pages of the magazines into real life and becomes actual clothes that people wear. These clothes accompany people on their life journeys and become a part of their experience. An outfit that you wear to your first date, to a job interview or to a concert of your favourite artist… Through the experiences these pieces become a part of who you are, the connection with them create a special bond, the special kind of energy. We all have that piece we always lean towards when we want to feel the best! I wanted this collection to consist of this kind of pieces only.

When you want to create unisex clothes, you need to fit the same pieces on models from different genders, and adapt patterns accordingly, to come to a balanced fit, that will work on everyone. I work with boards on which we put the fitting pictures. When working on this collection, we would put the same looks fitted on 2 of our local fitting models next to each other. When I saw the outcome of the collection on the boards, I knew that this how we need to shoot it and present it. We took our 2 in- house fitting models, refuse to build a set, or take hair and make-up teams, we just stripped everything down to the essentials, to the clothes.

Many consumers don’t realise that when they are buying things in a store – they do not pay for the garment itself. They pay for everything extra – the fashion shows, campaigns that hang on billboard, celebrities that are flown to the shows from all over the world and influencers gifted free clothes. It’s you who is paying for all of it! We want things to be different! And also much more sustainable! We use the fitting photos instead! But the twist is – we are reinvesting everything we would normally spend on a show back into our consumers!

In addition to using new materials and fabrics that allow unprecedented freedom of movement, this season we do a big step forward working on the prices and production processes to ensure we would deliver the highest “Made in Europe” quality for the best price possible! This allows us to make better, fair prices for the whole range from a t-shirt to leather pieces! We want to do the step towards many consumers who face the reality of seemingly unstoppable inflation and unprecedented price increases everywhere by doing the opposite.