The well-known Vetements brand from Zurich is bringing a breath of fresh air to the fashion industry. Under the name "Secret Project", the new brand will release its first collection "xxx" on Thursday, 22.07.2021 at 7:30 PM.
The only known fact is that there is a private Instagram account (@vetements_secret_project), which you should definitely subscribe to if you don't want to miss the presentation of the first collection. There is also a video that serves as a mood board for the new brand. The content is described quickly and abstractly, but what is immediately noticeable is that it deals with themes such as fast-moving consumerism.
If you would like to take a closer look at the video, you can do so here:
"It is a brand for all genders, strongly inspired by traditional menswear and tailoring. A brand without a logo, but recognisable from afar. A brand that doesn't exist but is already missed. A brand of tomorrow based on yesterday, based on today." This is how Demna and Guram Gvasalia, founders of Vetements describe their new brand "Secret Project", which will debut next Thursday.
The new project also aims to shake up the current state of an industry dominated by big corporations and put focus on the new.
What Vetements fans can expect and what Gvasalia has brought to life this time remains unclear, apart from what has already been mentioned. One thing is clear, however: it will be revolutionary!