Ahead of the Italian designer's collaboration with Swedish high street stores in November, Vogue has an exclusive preview of his designs - from leopard-print joggers to rhinestone-adorned hoodies.

When Demna Gvasalia's unconventional Vetements label hit the global fashion scene in 2014, the designer was immediately declared a rule breaker.

At the time, the word "disruptive" was not part of the industry's vernacular. News of Vetements' AW15 show at Le Depot, Paris' notorious porn club, went viral - and not just because Gvasalia had the courage to subvert even the most trite wardrobe staples (biker jackets, sweatpants and hoodies) with powerful, l 'oeil design techniques.

"I started Vetements because I was bored with fashion," the Georgian designer revealed in an official statement released today, "and fashion has really changed time and time again since Vetements came along."

Vetements showcases men's, hoodies and women's wear in haute couture: "We built this brand from scratch, so I couldn't adapt a brand that's only four years old to rules that have been in place for a century."

Vetements ditched the negative connotations of "ugly.

The idea behind the revival of the "Dad" sneakers and the understated Ikea Frakta bag is a resonant egalitarianism. "I think the definition of ugliness is interesting," the technically trained designer said during Vogue's 2017 Forces of Fashion panel discussion.

"To find this dividing line between making ugly beautiful or making beautiful ugly, I think it's also very interesting." I like the challenge. I guess that's part of fashion, people think my clothes are ugly, and I like that; I take that as a compliment."

Luxury casual wear is very welcome

Plenty of designers stepped into the same territory when Vetements launched luxury sportswear, but in terms of style, Vetements proved to be out of reach. Its unique selling point? Gvasalia's deconstructive designs are about futurism and nocturnal subcultures, not fitness chic concepts. His artisanal skills took slow casual wear to the height of luxury. "I wouldn't call it sportswear, I'd call it sportswear aesthetics. What interests me is this modernity of comfort, functionality and technology. It's almost become futuristic,"

New York, London, Paris, Milan... Zurich

In addition to the most unlikely performance venues (Les Puces de Saint-Ouen flea market, Galeries Lafayette - during the store's regular opening hours - and McDonald's on the Champs-Elysees), it is notable that in 2017, Vasalia also withdrew from the traditional "fashion city" of Paris, And moved to Zurich. "I do most of my research on a screen, so I can be anywhere; What does it matter?"

The fashion world has a chance to show appreciation for DHL

Are DHL T-shirts a scam or subversive activity? We still don't know for sure. But what we do know is that this is the moment when fashion (finally) collides with meme culture, with DHL delivery trucks becoming Instagram's most coveted backdrop.

For the stylists and their assistants who rely on DHL on a daily (and sometimes hourly) basis, the egg-yellow T-shirts are a tribute to the behind-the-scenes hard work that maintains fashion's aspirational glow.

Celebrities are looking forward to it as much as we are

Vetements didn't seek celebrity recognition, but it attracted the most familiar faces almost overnight.

KanyeWest and KimKardashian, Celine Dion, Rihanna and just about every other modern music superstar are embracing those rock metal lounging clothes. "Down-to-earth dressing is a new trend,"