Vetements, the famous fashion brand founded by Demna Gvasalia and his brother Guram in 2014, is gearing up to make a big announcement in Paris this Thursday. After much speculation and excitement, the brand is finally prepared to unveil its “secret project,” which involves the launch of a brand new label. The debut collection, titled “xxx,” will be presented at 7:30 pm in Paris during the event. However, Vetements has decided to keep the name of the new label a mystery for now. To tease fans, select images of the collection will be exclusively shared through a private Instagram account with the username @vetements_secret_project.

The announcement of the “secret project” first came last month during Paris Fashion Week, communicated through a teaser video and the secretive Instagram account mentioned above. This new brand is expected to cater to all genders and draw inspiration from traditional menswear and sartorial tailoring.

Vetements has given us a glimpse into what we can anticipate from the new label. They have specified that it will be “a brand to cater to all genders, heavily inspired by traditional menswear clothing and sartorial tailoring. A brand without a logo, but recognizable from far away. A brand that doesn’t exist, but is missed already. A brand from tomorrow, that is based on yesterday, on today.”

Furthermore, Vetements has revealed that the launch of this new brand will be part of a broader initiative by the Gvasalia Family Foundation. The foundation’s objective is to establish an “experimental laboratory” that acts as a multi-dimensional platform for young talent. Ultimately, the vision is to redefine co-working spaces and co-create experiences, potentially paving the way for alternative structures to traditional fashion conglomerates.

With the highly-anticipated launch of Vetements’ new brand on the horizon, both fashion enthusiasts and industry insiders eagerly await the unveiling of this exciting venture. Given the brand’s reputation for pushing boundaries and challenging conventions, it is bound to make a grand entrance into the fashion scene. Keep an eye out for further updates from Vetements as they continue to reshape and redefine the industry.

Useful links:
1. Vetements Official Website
2. Vetements Secret Project Instagram Account