by Eugene Rabkin
'Last week the influential streetwear and youth culture news website Highsnobiety published an article claiming that Vetements has been losing clout with fashion forward consumers. It cited several store buyers, who wished to remain anonymous, about lukewarm customer demand that has led to slashing orders and putting the once hyped brand’s goods on sale, something that Vetements tried to avoid by keeping their production runs small. The buyers blamed the overinflated pricing on Vetements’ part, and consumers shifting their taste towards Gvasalia-designed Balenciaga.
The article might have gone relatively unnoticed had it not apparently offended Demna Gvasalia, who posted a retaliatory statement on the Vetements’ Instagram.
To add fuel to the fire, the industry trade newspaper Women’s Wear Daily published an article with the following quote from Guram Gvasalia, Demna’s brother and Vetements’ CEO, “It is sad to see the state of journalism today. In the era of click-baits, using the name of our company in the article is a click-bait itself, and even more so when it’s mentioned in a negative headline. To the disappointment of all the haters, we would like to declare that Vetements is in the strongest creative and financial state it has ever been. We are definitely not going out of business and the speculations about our sales figures are not only false and defamatory in its nature, but also simply ridiculous. Sadly some journalists today are more concerned with writing fake news and reposting shocking headlines rather than checking facts to show the full picture. It is especially upsetting to see some fashion writers, fueled by their personal agendas, attacking young independent brands while sucking up to big conglomerates for their advertisement budgets. Serious news outlets seem to be turning into tabloids and gossip blogs that impose somebody’s opinion and made-up stories as true facts.”'
Read the full article on SZ-Mag
Original Highsnobiety article here
'Last week the influential streetwear and youth culture news website Highsnobiety published an article claiming that Vetements has been losing clout with fashion forward consumers. It cited several store buyers, who wished to remain anonymous, about lukewarm customer demand that has led to slashing orders and putting the once hyped brand’s goods on sale, something that Vetements tried to avoid by keeping their production runs small. The buyers blamed the overinflated pricing on Vetements’ part, and consumers shifting their taste towards Gvasalia-designed Balenciaga.
The article might have gone relatively unnoticed had it not apparently offended Demna Gvasalia, who posted a retaliatory statement on the Vetements’ Instagram.
To add fuel to the fire, the industry trade newspaper Women’s Wear Daily published an article with the following quote from Guram Gvasalia, Demna’s brother and Vetements’ CEO, “It is sad to see the state of journalism today. In the era of click-baits, using the name of our company in the article is a click-bait itself, and even more so when it’s mentioned in a negative headline. To the disappointment of all the haters, we would like to declare that Vetements is in the strongest creative and financial state it has ever been. We are definitely not going out of business and the speculations about our sales figures are not only false and defamatory in its nature, but also simply ridiculous. Sadly some journalists today are more concerned with writing fake news and reposting shocking headlines rather than checking facts to show the full picture. It is especially upsetting to see some fashion writers, fueled by their personal agendas, attacking young independent brands while sucking up to big conglomerates for their advertisement budgets. Serious news outlets seem to be turning into tabloids and gossip blogs that impose somebody’s opinion and made-up stories as true facts.”'
Read the full article on SZ-Mag
Original Highsnobiety article here
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