Blueprint
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Первый показ VTMNTS на Неделе моды в Париже

На неделе моды в Париже прошел первый офлайн-показ VTMNTS — ответвления одного из самых популярных брендов в мире, Vetements. Это шоу еще и первое для Гурама Гвасалии в качестве креативного директора Vetements и VTMNTS — официально о вступлении в должность он объявил в декабре 2021-го, а до этого исполнял соответствующие обязанности негласно, после ухода из бренда его брата, сооснователя Vetements Демны Гвасалии. Настя Сотник разбирается, насколько удачным оказался этот дебют VTMNTS.


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margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CamnjGgMRIV/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="nofollow noreferrer">Публикация от VTMNTS (@vtmnts)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

20:00 по Парижу. Здание бывшего супермаркета Monoprix на бульваре Распай. Осторожно, двери открываются — и на подиум врывается мужчина в бордовом двубортном пиджаке, надетом поверх белой водолазки, и черных свободных брюках со стрелками. Образ завершают белые перчатки и черные ковбойские сапоги на массивной подошве, которую украшает штрихкод с логотипом VTMNTS. Так начался первый офлайн-показ бренда VTMNTS — нового бренда Гурама Гвасалии.

осень-зима 2022

<blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/CSzUXo0oUJ9/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CSzUXo0oUJ9/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="nofollow noreferrer"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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осень-зима 2022

<blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/CVYMuX2IbMQ/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CVYMuX2IbMQ/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="nofollow noreferrer"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;"></div></div></div><div style="padding: 19% 0;"></div> <div style="display:block; height:50px; margin:0 auto 12px; width:50px;"><svg width="50px" height="50px" viewBox="0 0 60 60" version="1.1" xmlns="https://www.w3.org/2000/svg" xmlns:xlink="https://www.w3.org/1999/xlink"><g stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g transform="translate(-511.000000, -20.000000)" fill="#000000"><g><path d="M556.869,30.41 C554.814,30.41 553.148,32.076 553.148,34.131 C553.148,36.186 554.814,37.852 556.869,37.852 C558.924,37.852 560.59,36.186 560.59,34.131 C560.59,32.076 558.924,30.41 556.869,30.41 M541,60.657 C535.114,60.657 530.342,55.887 530.342,50 C530.342,44.114 535.114,39.342 541,39.342 C546.887,39.342 551.658,44.114 551.658,50 C551.658,55.887 546.887,60.657 541,60.657 M541,33.886 C532.1,33.886 524.886,41.1 524.886,50 C524.886,58.899 532.1,66.113 541,66.113 C549.9,66.113 557.115,58.899 557.115,50 C557.115,41.1 549.9,33.886 541,33.886 M565.378,62.101 C565.244,65.022 564.756,66.606 564.346,67.663 C563.803,69.06 563.154,70.057 562.106,71.106 C561.058,72.155 560.06,72.803 558.662,73.347 C557.607,73.757 556.021,74.244 553.102,74.378 C549.944,74.521 548.997,74.552 541,74.552 C533.003,74.552 532.056,74.521 528.898,74.378 C525.979,74.244 524.393,73.757 523.338,73.347 C521.94,72.803 520.942,72.155 519.894,71.106 C518.846,70.057 518.197,69.06 517.654,67.663 C517.244,66.606 516.755,65.022 516.623,62.101 C516.479,58.943 516.448,57.996 516.448,50 C516.448,42.003 516.479,41.056 516.623,37.899 C516.755,34.978 517.244,33.391 517.654,32.338 C518.197,30.938 518.846,29.942 519.894,28.894 C520.942,27.846 521.94,27.196 523.338,26.654 C524.393,26.244 525.979,25.756 528.898,25.623 C532.057,25.479 533.004,25.448 541,25.448 C548.997,25.448 549.943,25.479 553.102,25.623 C556.021,25.756 557.607,26.244 558.662,26.654 C560.06,27.196 561.058,27.846 562.106,28.894 C563.154,29.942 563.803,30.938 564.346,32.338 C564.756,33.391 565.244,34.978 565.378,37.899 C565.522,41.056 565.552,42.003 565.552,50 C565.552,57.996 565.522,58.943 565.378,62.101 M570.82,37.631 C570.674,34.438 570.167,32.258 569.425,30.349 C568.659,28.377 567.633,26.702 565.965,25.035 C564.297,23.368 562.623,22.342 560.652,21.575 C558.743,20.834 556.562,20.326 553.369,20.18 C550.169,20.033 549.148,20 541,20 C532.853,20 531.831,20.033 528.631,20.18 C525.438,20.326 523.257,20.834 521.349,21.575 C519.376,22.342 517.703,23.368 516.035,25.035 C514.368,26.702 513.342,28.377 512.574,30.349 C511.834,32.258 511.326,34.438 511.181,37.631 C511.035,40.831 511,41.851 511,50 C511,58.147 511.035,59.17 511.181,62.369 C511.326,65.562 511.834,67.743 512.574,69.651 C513.342,71.625 514.368,73.296 516.035,74.965 C517.703,76.634 519.376,77.658 521.349,78.425 C523.257,79.167 525.438,79.673 528.631,79.82 C531.831,79.965 532.853,80.001 541,80.001 C549.148,80.001 550.169,79.965 553.369,79.82 C556.562,79.673 558.743,79.167 560.652,78.425 C562.623,77.658 564.297,76.634 565.965,74.965 C567.633,73.296 568.659,71.625 569.425,69.651 C570.167,67.743 570.674,65.562 570.82,62.369 C570.966,59.17 571,58.147 571,50 C571,41.851 570.966,40.831 570.82,37.631"></path></g></g></g></svg></div><div style="padding-top: 8px;"> <div style=" color:#3897f0; 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margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CVYMuX2IbMQ/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="nofollow noreferrer">Публикация от VTMNTS (@vtmnts)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

осень-зима 2022

Для Гвасалии это первый показ в статусе креативного директора — и Vetements, и VTMNTS сразу. О своем официальном назначении он сообщил, как мы помним, в декабре 2021-го, хотя и до этого было понятно, что после ухода из Vetements его брата, сооснователя проекта Демны Гвасалии, его должность займет Гурам. VTMNTS — по сути, первый самостоятельный шаг Гурама в модной индустрии: «основной бренд» Vetements уже просто стабильно едет по пути, настроенному Демной, и Гурам не то чтобы с него сворачивает. Долгое время VTMNTS существовал только как отдельный профиль в Instagram, он назывался Vetements Secret Project, собирая сколько нужно подписчиков и славу.
Так продолжалось, пока Гвасалия публично не объявил, что его «секретный проект» — новый бренд, которым он будет заниматься параллельно с Vetements вместе с новой командой из 20 человек.

Стоит оговориться, что показанное на подиуме на бульваре Распай — не дебютная коллекция VTMNTS. Первая была в июле 2021-го. В ней — 100 образов, потому что VTMNTS «на 100% привержен индустрии моды», и все они мужские. На этот раз Гурам Гвасалия демонстративно провел показ в расписании «женской» недели моды осень—зима 2022, и не просто так. Большинство моделей теперь небинарные: Гвасалию, как он утверждает, в целом интересует идея небинарной моды. Вещи, очевидно, тоже не делятся на мужские и женские.

осень-зима 2022

«Даже недели моды по-прежнему разделены пополам, что не оставляет места для тех, кто существует вне этих рамок», — возмущается дизайнер, говоря, что моде давно нужно было перестать относить вещи к четким гендерам. Так что в новой коллекции VTMNTS пальто, жакеты, спортивные и джинсовые костюмы, а также брюки, сшитые по традициям «мужского» пошива («одежда бренда создается с использованием самых передовых технологий, смешанных с портновскими приемами, изобретенными столетия назад», как говорит Гурам) носят и мужчины, и женщины. Гвасалия провозглашает новый силуэт: с гипертрофированными, «сутулыми» плечами, как у кутюрного Viktor & Rolf — который одинаково сядет на кого угодно.

весна-лето 2022

Благодаря небинарному подходу в коллекции Гвасалия намеренно задает не только «женские» тренды грядущего сезона (уже фирменный для VTMNTS неон, штрихкоды, многослойность и кожа в сочетании с денимом), но и попадает в мужские тренды осень—зима 2022. Так, «женские» стилистические приемы и statement-вещи он показывает на моделях мужского пола (вне зависимости от их гендерной идентичности). Кроп-топы, укороченные пуховики, трусы (а точнее, джоки), выглядывающие из-под брюк — на «мальчиках» это выглядит так же органично, как пиджак на «девочках».

осень-зима 2022

весна-лето 2022

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Это, конечно, подход не новый, но все еще увлекательный и пока не приевшийся. Вряд ли его можно назвать фирменным почерком дизайнера — все же на подиуме мы не увидели ярких неконформных героев, как это часто было в первых показах Vetements, например. Тем не менее это хорошая коммерческая коллекция: Гурам все же всегда больше отвечал за финансы, чем за творчество. И это дело он знает хорошо: как минимум первую коллекцию Vetements закупили все главные ретейлеры, от 10 Corso Como и Browns до КМ20 и ЦУМа.

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border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CVC_i9poLYW/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="nofollow noreferrer">Публикация от VTMNTS (@vtmnts)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Расстраивает только то, что пока это тот же Vetements, просто без «е» и Демны Гвасалии. С хорошими вещами, которые будут продаваться, но без знаковых принтов и моментально разлетающихся it-вещей. C теми же мощностями, но без четкого направления, в какую сторону эти мощности направить. За вещами Демны всегда стояла идея. Да, сторителлинг про детство в Грузии и постсоветское пространство быстро исчерпал себя, но точно остался ярким моментом в истории моды. Глядя же на худи VTMNTS с надписью Eminem и принтами «Помните меня?» на рукавах, задаешься вопросом, при чем здесь это, и даже немного раздражаешься, вспоминая все слова Гурама про осмысленность в моде.

осень-зима 2022

осень-зима 2022

осень-зима 2022

<blockquote class="instagram-media" data-instgrm-permalink="https://www.instagram.com/p/CVKaj2_oy0O/?utm_source=ig_embed&utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/p/CVKaj2_oy0O/?utm_source=ig_embed&utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="nofollow noreferrer"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/p/CVKaj2_oy0O/?utm_source=ig_embed&utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank" rel="nofollow noreferrer">Публикация от VTMNTS (@vtmnts)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script>

Хотя отдельное уважение стоит высказать дизайнеру за футболку с надписью «Я тебе кохаю», что значит «Я тебя люблю» по-украински. Но, к сожалению, придется признать: VTMNTS пока — бренд без четко сформулированной идеи. И, что хуже, с вечным призраком Демны Гвасалии и его большой модной славы за спиной. Она где-то рядом, но не с тобой. Глядя на костюм и пальто VTMNTS с принтом в виде неба, критики лишь недоумевают: это отсылка к Louis Vuitton Верджила Абло или к «Симпсонам» в Balenciaga Демны Гвасалии? И пока не спешат называть Гурама новым Верджилом или Демной.

весна-лето 2022

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