Designer Demna Gvasalia Defends Vetements Amid Allegations Of Poor Sales Figures

“Vetements does not support wannabe journalism based on lies and gossip.”

By Zoe Anastasiou
Yesterday, an article by Highsnobiety surfaced claiming that despite its street style popularity and viral appeal online, French streetwear label Vetements is actually experiencing poor sales figures.
Highsnobiety claims it spoke to several fashion buyers who confirmed to the publication that Vetements sales are struggling—though interestingly enough, each person quoted within the article had asked to remain anonymous.
"From a retail stand point, Vetements is completely dead," Highsnobiety quoted one buyer. "Over the course of two seasons no one is even looking at it. Sales have dropped dramatically to the point where you are now seeing Vetements on sale on various outlets at 60-70% off."
However today, Demna Gvasalia, the brand's head designer, has come out to refute those claims, explaining that Highsnobiety's article is completely incorrect. Gvasalia took aim at the publication in a post on Instagram, saying the story was based on "lies and gossip."
"Fashion is not about hype, nor about useless gossip or opportunistic pseudo journalism, fashion is about clothes. So is Vetements," the designer wrote.

WWD also reported that the Highsnobiety story perpetuated incorrect information, confirming sales figures for the brand with several retailers including Harrods, Saks Fifth Avenue and more.
Additionally, Guram Gvasalia—Demna's brother and Vetements' CEO—told WWD that the company is "outperforming market expectations and showing over 50 percent growth in comparison to the previous year."