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Vetements’ Guram Gvasalia, Buyers Say Highsnobiety Story Is Fake News

According to buyers and Guram Gvasalia, Vetements’ chief executive officer, the idea that the brand’s popularity is waning is, well, fake news. On Thursday, Highsnobiety published a piece with multiple unnamed sources claiming that the brand, which is designed by Demna Gvasalia, who is also the creative director at Balenciaga, is losing favor with consumers and retailers. The variety of unnamed sources, who were identified with nebulous descriptions such as “one buyer” or a “former shop manager,” contributed the lack of sales to Vetements moving its headquarters to Zurich, lack of newness and inflated pricing. In a statement sent to WWD, Guram Gvasalia said the independent company is outperforming market expectations and showing over 50 percent growth in comparison to the previous year. “It is sad to see the state of journalism today. In the era of click-baits, using the name of our company in the article is a click-bait itself, and even more so when it’s mentioned in a negative headline,” he wrote. “To the disappointment of all the haters, we would like to declare that Vetements is in the strongest creative and financial state it has ever been. We are definitely not going out of business and the speculations about our

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