A lot has happened in just three years at Vetements from debuting its first collection to sharing its creative head with Balenciaga and now, it seems there's another major shake-up: the brand is uprooting its base from the French capital and leaving for Zurich.

Guram Gvasalia, CEO of Vetements shared with Business of Fashion that his brother, Artistic Director Demna Gvasalia, sees the Swiss city as a clean slate. This follows Demna's own recent admission that "Paris kills creativity. Its environment with the 'bling bling' is destructive. I'm done with the whole showing-off in fashion and the superficial glamour."

Apart from creative conflicts, reports also suggest that tax could be a major factor with Zurich known to be a tax haven for certain businesses, including the possibility of flexible tax structures.

Stay connected with Buro 24/7 Middle East as we bring you updates on this story. Meanwhile, read about Demna Gvasalia'a award for Person of the Year.