Demna Gvasalia
The most famous Georgian in contemporary fashion
Demna Gvasalia was born on March 25, 1981, in the city of Sukhumi. In 1997, Gvasalia began studying international economics in Tbilisi, but realizing that creativity and a passion for fashion were more powerful than the exact sciences, he moved to Antwerp, where he enrolled at the Royal Academy of Fine Arts. After earning a master’s degree in fashion design, Demna Gvasalia began working with Walter Van Beirendonck, designing menswear collections.
From 2009 to 2013, Demna worked at the French fashion house Maison Margiela on women’s collections. Afterward, he became the designer for the women’s prêt-à-porter line at Louis Vuitton.
The designer’s independent journey began in 2014 when, together with his brother Guram, he launched the streetwear brand Vetements. That same year, the brothers presented their brand at Paris Fashion Week. The label quickly gained attention for its “anti-glamour” attitude and bold deconstructivist decisions. Each collection brought everyday mass products into focus, almost like a cultural critique, translating them into clothing designs.
photo: Vetements S2016/ Spotlight
photo: Vetements S2016/ Spotlight
In 2015, Demna became the creative director of Balenciaga, which brought significant changes and global recognition to the brand. His design strategy involved “finding beauty in ugliness.” In 2019, Gvasalia left Vetements to focus entirely on Balenciaga. In his new collections, Demna emphasized the heritage of the brand and paid tribute to its founder, Cristóbal Balenciaga, by incorporating his techniques, thus “quoting” the designs of clothing and accessories. In 2020, he decided to revive Balenciaga’s haute couture line after a 52-year hiatus. The collection, despite its unconventional shapes, was executed in intentionally restrained colors and simple couture tools. Many critics noted that Gvasalia was employing his favorite normcore style. However, this approach was difficult to classify as true Haute Couture, leading to mixed reactions to the collection. The overall restraint was balanced by bold accessories and jewelry, reminding everyone that Balenciaga is much more than just clothing.
photo: Balenciaga F2020/ Spotlight
photo: Balenciaga F2020/ Spotlight
In 2022, Gvasalia was listed among Time magazine’s top 100 most influential people in fashion. And we continue to watch for the designer’s new ideas and bold moves.
photo: Balenciaga S2020/ Spotlight
