Zurich-based fashion house Vetements has appointed Guram Gvasalia as Creative Director. Gvasalia is the co-founder of the brand and has held the position of CEO since its inception. Vetements has been without a Creative Director since his brother and co-founder Demna Gvasalia, Creative Director of Balenciaga since late 2015, stepped down from Vetements in September 2019.

In a press release, Gvasalia said the change was made to protect the brand and "claim back Vetements' original birthright. But it is not the only reason why I am doing this. It’s true, I could have done it secretly as I’m a very private person."

He wrote: "But I felt I needed to come out publicly for all the kids out there who dream of fashion, but are too afraid to tell it to their parents who will not approve."

"Vetements since Day One is built on creativity. And I want to make sure that all the young people out there know — you do not need to have rich parents, you do not need an investor, you do not need to sell your soul to big evil corporations — you can make it on your own. You can change your life with your own creativity and passion."