Vetements has shaken up Paris with everything from its approach to design (by collaborating with other brands to build a collection), to its approach to the fashion calendar (by showing ready-to-wear during couture). The brand might be the city’s most celebrated disruptor since the Japanese designers of the 1980s, but now, Vetements is done with the city, and is moving its production to Switzerland.
In an interview with Swiss newspaper Tages-Anzeiger, CEO Gurum Gvasalia (brother of designer Demna) named lower taxes, easier immigration laws, and creative inspiration and energy as reasons for the change. Apparently, things in Paris are getting a bit stale.
Though Gvasalia insisted that taxes are not the main motivation for the move, The Business of Fashion points out that many brands have some form of executive or production headquarters in Switzerland, specifically for tax reasons. That being said, Vetements would be among the first to move its creative team to the country as well, where the publication states the brand will have both an atelier and an archive.
While there is continued focus throughout the fashion industry on four major cities—Paris, New York, Milan, and London—the business and production of fashion, even for major brands, happens all over the world. Where a brand is headquartered does not necessarily correlate to where the brand will present collections. For example, Saint Laurent’s design studio moved from Paris to Los Angeles under Hedi Slimane, but, save for one menswear show, continued to show in the French fashion capital.
It is unknown if this means Vetements will also be changing the location of future shows. The house made a groundbreaking move last year, showing it's ready-to-wear collection during couture in Paris, thus aligning with the pre-collection schedule. As it is no longer tied to a rigid calendar, the brand could feasibly move its show time again, perhaps exploring new locations and abandoning Paris altogether. Creative Director Demna Gvasalia, for the time being, still has ties to Paris through his position as creative director of Balenciaga.