Today, Topman has revealed its new Christmas campaign and film, shot and directed by Russian polymath Gosha Rubchinskiy. Backdropped by an industrial landscape of exposed bricks and factory architecture, Rubchinskiy brings his urban aesthetic to the high street retailer. The Christmas collection features a mix of skater staples, double breasted suits, denim on denim looks and pink military bombers worn by a diverse cast of models including the model who closed his SS17 Florence show at Pitti Uomo.

Rubchinskiy rose to fame out of Moscow’s skate-scene, where as a budding photographer he trained his lens on skater friends. In 2008, he started making clothes – mostly homemade t-shirts and denim jackets – which, to his surprise, quickly gathered momentum. His DIY label caught the attention of Anna Dyulgerova, the former Russian Vogue fashion editor who catapulted him onto the global stage (via a Fashion East presentation in during LFW in 2010) and later into the hands Adrian Joffe, the president of Comme des Garçons, whose support pushed Rubchinskiy to the forefront of high fashion’s streetwear obsession.