Demna Gvasalia of Vetements Explains Why He Wouldn't Buy His Own DHL Shirt

And why he only uses white models.

Fashion
19,407 Hypes 0 Comments

As the most divisive figure in fashion right now, Demna Gvasalia has much to explain concerning his ultra-normcore approach that has both won him a legion of devotees as well as an equally-sized horde of detractors. In a revealing interview with The Telegraph, the director of Vetements and now creative director of Balenciaga addresses the many controversies his label has generated over the past three seasons it has been in the limelight, from the infamous DHL T-shirt that costs an exorbitant $330 USD and straight copies of vintage Snoop Dogg tour merch, to completely excluding models of color in his fashion shows. Read some select excerpts below for Gvasalia’s own answers to the above, and find the full feature online here.

On why people buy his DHL T-shirt:

“Well, he likes it,” he says archly, pointing to a man who is walking past at that exact moment in that exact t-shirt. “Let’s ask him. [We don’t.] For me, it was such a recurring topic in my life. Every day someone was saying, ‘The package didn’t arrive, we have to stop working with DHL, we will be bankrupt by DHL.’ DHL seemed to be more a part of my life than anything else so I thought, why isn’t it in the show?”

On why he wouldn’t buy his own designs:

“At the beginning it was just very hard. We were very small and you have to fight with factories about quantities and they give you prices that are absolutely unworkable. But my ultimate goal is to be able to offer different things so the people who can’t afford to buy a leather jacket can buy a trench. We have this one raincoat [black with Vetements printed in white on the back] which I see everybody wear because it’s £150. My friends very often can’t afford the clothes. Like myself, I wear prototypes but I don’t think I’m crazy fashion enough to go and buy those things. I’d rather go on holiday. I feel like it brings more use. Holidays are important. Holidays and quality time on your sofa.”

On only hiring white models:

“Well, I thought at a time when Donald Trump might be a President of the United States that I, a clothes maker, have to make political statement about ethnic diversity is funny,” says Gvasalia, not looking remotely tickled. “Our criteria for choosing models was purely based on the idea of diversity of character. We had very different types of girls but Lotta [Volkova, stylist and model] who works with me, we come from this cultural background where [race] is not even an issue. We don’t even have that thing to think we have to be politically correct. I guess the criticism is justified but from my point of view it was the attitude of those girls that was important for me not the shade of their skin or their origin.”

Read Full Article

What to Read Next

Ferragamo Sapphire Watch Returns With Exclusive Chrono
Fashion

Ferragamo Sapphire Watch Returns With Exclusive Chrono

Presented by Salvatore Ferragamo
As part of the brand’s Fall/Winter 2021 collection

Mowalola Announces London Pop-Up Store
Fashion

Mowalola Announces London Pop-Up Store

Head to the store from November 26-28 to get your hands on some of the designer’s hottest pieces and other rarities.

Ming Watches Launches Its First Moonphase Timepiece
Watches

Ming Watches Launches Its First Moonphase Timepiece

Limited to just 350 pieces for first-time buyers and 150 for existing customers.


Prada's Re-Nylon Gloves Are a Must This Season
Fashion

Prada's Re-Nylon Gloves Are a Must This Season

Featuring Saffiano leather, fleece lining, plenty of adjustment, and lamb leather palms.

Air Jordan 5 Supreme Made of LEGOs
Footwear

Air Jordan 5 Supreme Made of LEGOs

Got us feeling nostalgic.

Chance the Rapper Explains How Kanye West Was Always There
Music 

Chance the Rapper Explains How Kanye West Was Always There

Kanye West was a massive part of his upbringing.

Google Finally Launches the Instant Messaging App We've Been Waiting For
Tech

Google Finally Launches the Instant Messaging App We've Been Waiting For

Featuring the same conversation encryption feature as Whatsapp.

The Weeknd Affiliate Belly & Juicy J Unveil "Zanzibar" Video
Music 

The Weeknd Affiliate Belly & Juicy J Unveil "Zanzibar" Video

Another huge single off his forthcoming project.

Craig Green Awarded the British Fashion Council/GQ Designer Menswear Fund 2016
Fashion

Craig Green Awarded the British Fashion Council/GQ Designer Menswear Fund 2016

Congrats to the designer for winning the UK’s most esteemed menswear prize.


RZA & Interpol's Paul Banks Become New Duo Bankz and Steelz
Music 

RZA & Interpol's Paul Banks Become New Duo Bankz and Steelz

Wu-Tang meets 2000’s rock.

Nike SB Gives the Stefan Janoski Slip-On a Watercolor Upper
Footwear

Nike SB Gives the Stefan Janoski Slip-On a Watercolor Upper

A nod to the skateboarder’s artistic prowess.

Stüssy 2016 Summer Lookbook
Fashion

Stüssy 2016 Summer Lookbook

Inspired by Cali’s southern coast.

Vans & Taka Hayashi Introduce the Buffalo Trail LX
Footwear

Vans & Taka Hayashi Introduce the Buffalo Trail LX

Hayashi reimagines an archival Vans runner.

Watch the Insane First Four Minutes of AMC's 'Preacher'
Entertainment

Watch the Insane First Four Minutes of AMC's 'Preacher'

We’re hooked already!

More ▾
 
Subscribe to our Newsletter

Gain access to exclusive interviews with industry creatives, think pieces, trend forecasts, guides and more.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.