vetements-vtmnts-ss23-runway-models (18)

Hello, fellow kids. Vetements' sub-label VTMNTS has aims to position itself as "Hermès for Gen Z," an even more youthful offering than CEO Guram Gvasalia's mainline fare, which begs the question: why isn't VTMNTS on TikTok yet?

VTMNTS' Spring/Summer 2023 collection debuted on June 14, the day after London Fashion Week ended, following a series of its typically spicy social media teasers, including black and white photographs of a shibari-laced man.

Your Highsnobiety privacy settings have blocked this Instagram post.

Gvasalia has pushed for Vetements and VTMNTS to be as outrageous as possible — security uniforms! Hamburgers! — so this is all par for the course.

Though contemporary Vetements hasn't ever hit the heights that it once did the creative direction of Gvasalia's brother, Demna, Gvasalia has retained a healthy fanbase of international followers for both brands (and, hey, they're still carried by major retailers like SSENSE and MATCHESFASHION.COM) so the current strategy must be working.

The extra-youthful pivot has engendered scintillating teaser imagery and the extra-edgy @vetements_uncensored Instagram account but, oddly, no TikTok account.

Given the inclinations of the new-age consumers that Vetements and, in particular, VTMNTS are chasing, the ultra-buzzy social media app seems like a natural fit.

"The industry is dominated by big conglomerates and the young generation stands no chance," said VTMNTS' introductory press release. "[VTMNTS will] give the young, cool generation the same quality feeing [sic]" as luxury labels like Hermès.

Your Highsnobiety privacy settings have blocked this Instagram post.

Given the ultra-timely designs of VTMNTS Spring/Summer 2023 — Y2k-ified feathered hair, crop-tops, tiny shorts, thigh-high boots, exposed underwear — and the audience participation posts that VTMNTS has used to promote the new show ("HOW FAST WILL MODELS WALK THIS TIME"), TikTok ought to be an apt fit for the label. And yet...

Of course, one wonders if Gen Z has actually adopted VTMNTS as naturally as Gvasalia expected it to. Prices aren't exactly approachable from a twenty-something's perspective and there are so many brands doing funky tailoring as is.

TikTok alone certainly wouldn't help move product but perhaps canny use of the platform, not unlike Balenciaga's TikTok page, would win over a few new fans.

We Recommend
  • kidsuper fw24 Ronaldinho
    KidSuper's String Theory Pulled an Iconic Runway Moment
    • Style
  • Kendall Jenner leaves pilates wearing a black top, black leggings and Stussy x Nike sneakers
    Even Kendall Jenner's Downtime Outfits Outstyle Her Runway Looks
    • Style
  • Kendall Jenner wears Phoebe Philo's black leather bomber and cape with wide white pants in December 2023
    Kendall Jenner Street Style > Kendall Jenner Runway
    • Style
  • Pharrell Williams wearing a white suit and Tiffany sunglasses stands in front of models on the Louis Vuitton Pre-Fall 2024 runway in Hong Kong
    Pharrell's Louis Vuitton Pre-Fall 2024 Runway Made Hong Kong (More) Tropical
    • Style
  • Hailey Bieber wears a Saint Laurent dress after the SS24 runway show in Paris
    Hailey Bieber's Fashion Week 'Fits Are Stealing the (Runway) Show
    • Style
  • Image on Highsnobiety
What To Read Next
  • City Girls' JT attends Diesel's Fall/Winter 2024 runway show in Milan
    City Girls' JT Did Diesel, McDonald's Wings & a Symphony With Solange
    • Style
  • nike zoom vomero 5 design by japan
    No Notes, Nike's Newest Vomero Sneaker Is Stunning
    • Sneakers
  • adidas samba made in italy
    This $300 Samba Says "Ciao"
    • Sneakers
  • Union Los Angeles' Spring 2024 clothing collection
    Union LA's Chris Gibbs Is Proud to Be a Streetwear Brand
    • Style
  • love is blind nike sneakers
    Of Course, Drake’s Nike AF1s Landed on a Dating Show
    • Sneakers
  • Anthony Edwards dunks wearing his adidas AE1 signature sneakers
    It's Only Money Shots at adidas Basketball
    • Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titel Media GmbH (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titel Media GmbH strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titel Media GmbH tests, remediates and maintains the Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.


Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.