Vetements

Brothers Demna and Guram Gvasalia founded Vetements in Paris in 2014 with a group of friends, and its outsized hoodies, logo-parody T-shirts and reconstructed thrift-store classics soon set the tone for a decade of fashion. Demna left in 2019, after running Balenciaga in parallel, and has since moved on to Gucci; Guram, the label's chief executive, has also been its creative director since 2021, showing in Paris.