Guram Gvasalia

Guram Gvasalia is a Georgian fashion executive and designer born in Sokhumi in 1985. His family fled the war in Abkhazia during his childhood and later rebuilt its life in Germany. He pursued business and law studies and entered fashion through the commercial side of the industry before helping turn Demna Gvasalia’s after-hours design project into Vetements in 2014.

As Vetements co-founder and chief executive, Guram built the commercial organisation around the label’s early design collective. He led negotiations for the eighteen-brand Spring/Summer 2017 production system and directed the company’s move to Zürich, where the headquarters, design studio, atelier and archive were consolidated. After Demna left in September 2019, Guram remained chief executive and became the public voice of the Zürich team during its collective-led seasons.

Guram founded VTMNTS in 2021 as a separate all-gender tailoring label and was appointed creative director of Vetements in December that year, effective with Fall/Winter 2022. His Vetements collections have used autobiographical accounts of displacement and queer identity, extreme scale, inside-out tailoring and recurring house codes. VTMNTS AG entered liquidation in February 2026, with Guram registered as liquidator, and he continues to lead Vetements.

Guram’s early contribution to Vetements was organisational: he translated the collective’s ideas into manufacturing, sales and distribution systems and negotiated with specialist producers when the house wanted category-specific materials and construction. That commercial authorship became part of the brand’s creative infrastructure, especially in the Spring/Summer 2017 collaboration project and the move to Zürich.

His formal creative direction at Vetements retains the house’s enlarged tailoring, deconstruction, uniforms, denim and corporate signs. Collections under his name have pushed scale into an explicit manufacturing exercise, used personal memories of war and displacement as garment references, and brought his queer identity into casting, styling and show narrative. Recent work has also used office hierarchies, reversed garments and shared footwear to organise all-gender looks.

VTMNTS developed a more controlled line of tailoring around fitted jackets, piping, cropped outerwear, traditional menswear construction and a barcode identifier. The label’s all-gender proposition placed cut and fit at the centre of the product, giving Guram a second framework for working with uniform, identity and commercial clothing.