France & Switzerland – Fashion house Vetements is bringing luxury to the inconspicuous Generation Z with the launch of a sub-brand called VTMNTS. Its debut collection, called XXX, comprises garments such as classic trucker-style jackets, puffer jackets and ringer t-shirts. Design details include prints featuring gender-inclusive pronouns, collegiate logos and barcodes.
Driven by the mindset that many traditional design houses ‘underestimate’ young generations, the launch of VTMNTS comes as part of a wider mission to improve the luxury fashion industry. ‘Our goal is to give the young, cool generation the same quality feeling that Hermès gives their sophisticated clientele,' explains the brand, whose aim is to ‘redefine traditional luxury for the next generation.’
While known for streetwear, luxury brands must recognise the opportunities for premium fashion among Gen Z and consider how sub-brands could offer new consumer touchpoints without detracting from the wider brand identity