Demna Gvasalia, born in Soviet Georgia in 1981, fled to Germany as a refugee during the Georgian Civil War. To gain creative distance from the fashion industry, he later moved from Paris to Switzerland. Here, Yanki Chu reporting ten insights into the life and career of this transformative designer
1. Early career
Initially studying international economics, Gvasalia shifted his focus to fashion design, graduating in 2006. He began his career working with iconic designers like Walter Van Beirendonck and presented a womenswear collection at Tokyo Fashion Week. His path also included stints at Maison Martin Margiela, Louis Vuitton, and Balenciaga.
2. His own label – Vetements
In 2014, Gvasalia co-founded Vetements with his brother Guram, marking the launch of a highly influential and disruptive brand. Known for its luxury streetwear, Vetements gained recognition for its unique take on fashion, often incorporating pop culture references and collaborations. Gvasalia stepped down from Vetements in 2019 to pursue new ventures.
3. A new chapter at Gucci
After nearly a decade at Balenciaga, Gvasalia was appointed as the new artistic director of Gucci in July 2025. He is set to lead the iconic Italian fashion house into an exciting new creative era.
4. Challenges ahead
Transitioning from Balenciaga, where he established a streetwear aesthetic, Gvasalia now faces the challenge of translating Gucci’s heritage and identity into his designs while appealing to a diverse audience.
5. Influential style
Gvasalia’s design philosophy challenges traditional notions of luxury and glamour by integrating streetwear elements and unconventional designs. His work resonates not only on the red carpet but also with everyday individuals, making fashion more accessible.
6. Disruption design approach
His deconstructionist style elevates casual and often overlooked clothing elements into high-fashion statements. By blending streetwear with luxury, Gvasalia has popularized a bold, sometimes “ugly-chic” aesthetic.
7. A cultural icon
In 2022, he was recognized as one of Time’s 100 most influential people, that his characterizing style is influencing different actor, actress and also people on the normal street which further cementing his status as a cultural icon.
8. Modern interpretations of luxury
Gvasalia consistently redefines what luxury means, making the ugly or mundane desirable while pushing the boundaries of design traditions—from tailoring to couture—into new, beautifully unconventional territories.
9. Advocacy for animal rights
An animal lover, Gvasalia created the “I LOVE PETS” capsule collection for Balenciaga, raising funds for La SPA, a French animal protection organization. This collection featured prints of rescued pets and included collaborations with Farfetch to support threatened wildlife.
10. A health – conscious lifestyle
Gvasalia has adopted a vegetarian diet focused on plant-based foods and incorporates regular exercise into his routine, striving for a healthier lifestyle.
