Demna Gvasalia has turned “trolling” into a commercial art form with his own high-end streetwear brand Vetements and as creative director of Balenciaga.

The Georgian designer—and 2017 CFDA International Award honoree—has tapped into millennials’ fondness for ironic fashion and Instagram-bait with meme-worthy pieces like Balenciaga’s giant jackets, Vetements’ deconstructed denim and a slew of unconventional and pricey collaborations with brands like Hanes, Manolo Blahnik and global shipping company DHL.

His Spring ’19 collection for Vetements alone promises another season of irreverent fashion, this time taking a dark and twisted turn with tattoo-printed mesh tops, spiked footwear and camouflage and denim jeans.

And Gvasalia is in on the joke, admitting in interviews that he’d rather invest in experiences (in true millennial fashion) than shell out for designer threads. In an interview with The Telegraph, he said, “I don’t think ‘’m crazy fashion enough to go and buy those things. I’d rather go on holiday. I feel like it brings more use. Holidays are important. Holidays and quality time on your sofa.”