A true fashion powerhouse needs more than just a buzzing designer at their helm. The most impactful labels are often a balancing act that can merge art and commerce successfully in the ever-evolving landscape of fashion. The brotherly duo behind Vetements is a perfect example of this. While it’s the brand’s creative director Demna Gvasalia who has made headlines this past year, his brother Guram has been the business and strategic force working tirelessly behind the scenes.

Guram’s track record is equally as impressive as his brothers. He has multiple degrees in international business, management and law, and has previously worked for both Burberry and Tom Ford. Gvasalia recently sat down with i-D and spoke about his vision for the future of the seemingly unstoppable French label, and even offered some advice to aspiring designers and entrepreneurs. 

The CEO is a fan of simplicity. “The fashion system has become unnecessarily complicated. 'Supply meets demand' is the basic rule of business that the whole industry seems to completely neglect,” states Gvasalia. He elaborates by explaining how the majority of the industry is playing by outdated rules that were created decades ago and no longer work within today’s fast-paced world. It’s clear that Vetements revising their fashion calendar is just one of many changes Gvasalia has planned for the future. 

Switching focus to the next generation of designers, he shares his thoughts on what is needed to run a successful label: “It's important to be fully dedicated to what you do and honest to yourself. To build a fashion business you need to have two heads: the creative head and the business head. People who think they can do both usually fail.”

You can read the full interview over at i-D now.