“This bag,” he says, rolling his eyes as if he’s talking about some garrulous, attention-seeking pal. “This is just a prototype but the number of people who have stopped me in the street to ask where it’s from. Even an old lady came up to tell me this morning that she had the same one at home. I thought, 'I don’t think it is …’”

The man turning fashion upside down

Unassuming, fast-talking, eyes constantly moving, the 35-year-old Georgian is a co-founder of the French label Vetements, artistic director of Balenciaga and one of the most talked about men in fashion right now. He has rocked the industry with clothes and accessories that attract the same level of attention as his proto-type bag. And he’s rocked it because in a world more accustomed to gloss and polish, Gvasalia’s aesthetic is the anti-thesis and what he’s achieved doesn’t quite make sense.