Witnessing the very beginning of fashion label Vetements, we were asked to create its identity in close collaboration with founder and creative brain Demna Gvasalia. Within a year, Vetements shook up the fashion industry by escaping the continual rebranding and reinvention of the fashion cycle and focusing on singular, impactful pieces with immediate appeal. Ultimately, Vetements left an enormous impact on our contemporary aesthetics. We developed a radically pure and reduced comprehensive identity system, including the logo mark, typography, labels, hangtags, lookbooks, (e-)invitations and a website. By using a slightly modified grotesque as the slimmed down foundation, we treated typography in a very basic list-style, showcasing the core of information and images. Whenever it supported the idea, we added expressive fonts or questioned the usual handling of design.
Corporate Identity, Design: WVH
Photography: Oliver Hadlee Pearch, Harley Weir
Vetements Corporate Identity, Vetements, 2014
