The label was founded as a creative collective by seven designers who initially remained anonymous because of contractual commitments elsewhere. They called the brand Vetements, the French word for clothes, because they wanted customers to look beyond the branding that pervades the fashion industry. Mr. Gvasalia only stepped out of the shadows, taking his place at the creative helm, late last year, although a strong collaborative ethos continues to pervade the studio. Guram Gvasalia, his brother, now handles the commercial side of the business.