Vetements boss Demna Gvasalia shoots local models in Zurich
The fashion label Vetements moved its headquarters and design to Zurich a few months ago and now also produces its campaigns in the Limmat city. The models are booked at the agency Streetcasting.ch.
Recently, Vetements made headlines when Vetements brothers Demna and Guram Gvasalia announced the brand was taking a break from runway shows and skipping Paris Fashion Week.
Instead, lookbooks are produced as online campaigns and photographed in Zurich. Behind the camera: Demna Gvasalia himself. The models of Streetcasting.ch are seen in overdrawn fashion poses. Something that is rarely desired for jobs in advertising, writes Streetcasting.ch in a statement.
A mix of different people was important to the Vetements team. Whole families were also booked. Streetcasting.ch is the largest Swiss people agency, with a focus on advertising, photo and film and more than 1000 local models in its file.
The pictures are shown on Vetements' own social media channels - especially Instagram. And of course in the fashion communities of Vogue or Hypebeast. Vetements is considered the hottest fashion label in the world and recently moved from Paris to Zurich (Werbewoche.ch reported).
Responsible at Vetements: Laura Beham (casting & production); Demna Gvasalia (design & photography). Responsible at Streetcasting.ch: Andrea Sponring.
