“To understand what makes Demna Gvasalia the hottest designer in Paris right now, you first need to forget everything you think you know about Paris” wrote Jess Cartner-Morley for The Guardian. Demna bursted into the fashion scene with the launch of Vetements in 2014, and with it a slew of items that at a time harder to get one’s hands on than Birkin Bags — DHL t-shirts, up cycled patchwork jeans, “staff” hoodies. And in a way the writer was right — it is hard to imagine his clothes, although shown in Pairs, to be ever seen with “Parisian chic” in the same sentence. Demna manages to merge the two in an unlikely marriage, leading the pack in a whole new generation of luxury streetwear designers.
His momentum continued with his appointment as creative director of Balenciaga, where he continued to create trailblazing and at times controversial looks.