Does VTMNTS still have anything to say? The name has changed, but everything else looks the same

Yesterday the SS22 collection by VTMNTS was presented, a new identity of that Vetements which, when it was still directed by Demna Gvasalia, was one of the most exciting and controversial new brands around – as well as one of the first to launch the streetwear phenomenon. The collection was born under the creative aegis of Guram Gvasalia, Demna's brother and CEO of the brand, and the Gvasalia Family Foundation, the design collective that deals with the creative output of the brand, which should start producing a wide range of branded products if all the trademarks it registered a few months ago can make you guess something.

The smart move behind this rebranding probably lies in having eliminated the useless Parisian fashion patina that had remained on the old Vetements and having made it reborn in a new form – a sort of luxury streetwear more suitable for the masses and especially for Gen Z and its most edgy members, a type of market share that the rest of fashion does not really touch. Probably the new VTMNTS has the cards to become a new phenomenon for the next generations – but perhaps we will have to wait for the new name to also correspond to the arrival of a new designer, a new angle of reading and, ultimately, a new personality.