Cashiers and Bankers

Monoprix at 40 Rue de Sèvres

Monoprix at 40 Rue de Sèvres

A Conversation with Demna Gvasalia, Creative Director of Balenciaga and Founder of Vetements

A Conversation with Demna Gvasalia

‘I like playing roles; it makes me feel safe. Authenticity for me perhaps means something different than for most people. I don’t have one interpretation of authenticity when it comes to style; I like moving between them. When I wear a sweatshirt with “Monoprix” on it, what am I signalling? Am I saying it’s cool to work at a supermarket or am I making people ask themselves why I’m wearing a Monoprix logo, when I could be wearing one from Balenciaga? Well, you tell me. Obviously everybody knows that I don’t work at Monoprix, well everyone who knows me does anyway. If a stranger sees me in the street wearing my Monoprix jumper, they might think I really do work there and I quite like that.’