Kids Can Now Wear Vetements, Too
IT’S A SMALL WORLD: Vetements may now be the fashion brand with the most inclusive size range in the industry — given that it just launched childrenswear, which on Saturday was hanging in the same Paris showroom as its 16XXL sweatshirts.
Creative director Guram Gvasalia kept his latest brand extension simple, making most of the designs for kids “mini me” versions of the main collection, including the army green bomber jackets it makes with manufacturing partner Alpha Industries.
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There are familiar slogan T-shirts in sizes for kids ages four and up, although the anarchy symbol has been encircled in a heart, and raised middle-finger graphics have been replaced with peace-sign gestures.
Jeans were especially cute, some decorated with childlike doodles in ballpoint pen; others dotted with enough utility pockets to carry peanut-butter-and-jam sandwiches for the whole first grade class.
Gvaslia, who has a lot of famous friends in the music business – including J Balvin, Avril Lavigne and Tyga – said some of them and other loyal Vetements clients would often tell him, “I want my kids to look cool, but like there’s nothing cool for kids.”
Those comments returned the front of his mind while on vacation, when he spotted a famous soccer player at the beach with his son in matching Vilebrequin swim trunks.
Gvasalia hinted at a big year ahead for Vetements as it celebrates its 10th anniversary. The Zurich-based brand should be back with a runway show at the next Paris Fashion Week dedicated to fall 2024 womenswear, he noted.
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