Demna Gvasalia: "Fashion is Sex, Drugs & Rock’n’Roll, But For Me It’s Also Responsibility"

In the first of a larger series of what British Vogue is calling “casual interviews,” fashion critic Anders Christian Madsen sits down with Vetements and Balenciaga creative director Demna Gvasalia to talk about how Vetements has changed since it relocated from Paris to Zurich, how he feels about his new-found fame, and what he really thinks of all of the fashion industry’s memes.

Here are a few of the most striking excerpts, and you can find the article in its entirely on British Vogue.

On the evolution of Vetements: I felt suffocated by that new wave that we became part of with Vetements. It got to the point where I got fucking bored of it; being associated with nightclubs, Paris youth, the gang. It’s great, but I felt Vetements grew out of it, partly due to the commercial success but mainly because we grew in every way. I felt we needed to get out of it, but it’s a good thing it now exists, for others to evolve it further. 

On being labelled one of the industry’s “Soviet” forces: This Russian thing, I can’t any more. They put me, Gosha and Lotta in this one big Russian rustic bucket of post-Soviet dirt. We’re all friends, we work together. There’s not so many Russian people in fashion. I love Russia, Russia is my home country in many ways, but I don’t like many things about Russia today related to the political mentality.

On fashion: Fashion is sex, drugs and rock’n’roll, but for me it’s also responsibility and my interest in clothing, which I don’t want to become a Fashion-Week experience. 

On memes: The internet craziness... I don’t want to get involved. It becomes a bit slapstick. I don’t like slapstick. I’m working on a project that will be my answer to all of that, in January. I’m going to answer with a collection.

On fame: It’s disturbing. It’s flattering, but I can’t do it, because maybe I’m not that comfortable with myself, still. I don’t think it will ever be part of my character.