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Demna Gvasalia’s Style

Bright young design star Demna Gvasalia talks to Dazed Digital about IKEA, random encounters and becoming a fisherman.

The latest ‘new Belgian’ born in Georgia (ex Soviet Union)  to rock the fashion scene is Demna Gvasalia, who won the ITS 3 competition while still in the Royal Academy of Fine Arts, where he also swept away with a slew of prizes. Demna hasn’t gotten carried away though- he lives by the sea and still enjoys his time with friends and family...

Dazed Digital: Tell us about your collection?
Demna Gvasalia: The last collection is based on bringing stereotypical garments into a squared dimension, basically reworking garments like a basic skirt, trench, blazer, trousers etc. into an extremely geometrical square proportion. The whole collection is realised in "Stockman" cotton.

DD: Where do you find inspiration?
Demna Gvasalia: In random encounters, in everyday routine, in the present around me.
DD: Who are your favorite designers and why?
Demna Gvasalia: My favourites are those who succeed to convey their very personal vision and stay unique in that sense. Peter Hornstein, because I admire his stubborn vision and admiration of beauty. Madeleine Vionnet for probably the most futuristic approach to minimalism, Azzedine Alaia for craft and beauty and of course Martin Margiela for giving fashion history a truly different angle.
DD: Who do you have in mind when you design?
Demna Gvasalia: I have in mind a certain woman, fortunately I don't know her name. I certainly don't have in mind a "customer", simply a woman who possibly would feel amazing wearing my clothes.
DD: Who would you like to collaborate with?
Demna Gvasalia: Terence Koh and IKEA.

DD: What has winning at ITS meant for you and your label?
Demna Gvasalia: It has meant that dreams do come true. This one came true quite early and it motivated me to be confident and believe in what I do.

DD: What are the difficulties faced being a designer today?
Demna Gvasalia: Finance and mass-productive competition. Also lack of interest in quality.

DD: What are your plans for the future?
Demna Gvasalia: I don't like to plan as long as at the age of 70 I have my fishermans house by the sea and a beloved one going to fish with me every now and then.

DD: Where can we buy your collection?
Demna Gvasalia: Special order.

DD: If you weren't designing, what would you be doing?
Demna Gvasalia: I would be a cook or interior designer I guess, but now I am more than happy to be doing fashion.