• Text Tempe Nakiska
  • 25th June 2014

Up and up

It was in 2008 that designer/photographer/artist/total polymath Gosha Rubchinskiy launched his first menswear collection.

Since then he has used this platform (alongside his other creative outputs) to flood global digital channels with awareness of Russia’s new wave of youth. So to say the prospect of the designer’s runway debut this season roused excitement would be an understatement.

Regardless, Rubchinskiy doesn’t do fuss. Yes, he’s Tumblr-generation savvy and uses this expertise to his advantage. But it’s all in the name of helping this generation find a voice and an identity, both of which are new commodities for post-Soviet youth.

And so it was an intimate audience that met Rubchinskiy’s gang yesterday morning. Models studded a heavily street cast clan, the same boys you’ll find hanging out in the skate parks of Moscow and the underground raves of Saint Petersburg.

The clothes? Bright and clean, high end and street, tailoring and track pants. The world according to Rubchinskiy’s interpretation of Russian youth codes of now. It’s this originality that keeps us coming back for more and continues to push Gosha up, up and away.