So what does this move mean for the brand? It seems as though the past half decade has created a bigger beast than Gvasalia could have imaged: “It’s like we’ve got this big baby, and we’ve got to take care of it. In five years, it’s gone so fast, it started to become something else”, he explains. A divisive figure in fashion, the designer has a legion of followers and supporters who praise his every move, but Vetements has had its fair share of criticism. Is it the work of a genius, or simply the emperor's new clothes Demna himself has said that he’d “rather go on holiday” than “go and buy” his own designs . Now, he’s denouncing his own aesthetic: just this week, Demna told WWD that “Eastern Europe is over for me” and that he wanted to focus his creativity on a “more analytical” approach, “which is more based on really observing the way we dress, what we wear, and why we wear it.”