With the help of Anna Dyulgerova, the Russian Vogue fashion editor, Gosha Rubchinskiy met Adrian Joffe, the husband of Baoling Kawaguchi and President of COMME des GAR č ONS. In 2012, she officially reached a production and distribution agreement with COMME des GAR č ONS International to sell in top tier stores such as Dover Street Market.
With the endorsement of the most successful designer business system in history, COMME des GAR ç ONS, Gosha Rubchinskiy has been able to thrive in the fashion industry since then. Not only did she make her debut at Paris Fashion Week in 2014, but more importantly, she solved the most headache inducing business management problem for independent designer brands, which has always been Gosha Rubchinskiy’s weakness.
Gosha Rubchinskiy, born in 1984, excels in shaping typical images of Russian youth. By directly recruiting amateur models, he allowed teenagers to step onto the runway with their real identities. They are both group portraits and individual narratives, growing up with various emerging and mixed pop cultures in the 1990s, attempting to find themselves through music and skateboarding in the cold climate and monotonous lifestyle.
Although Gosha Rubchinskiy has been working through projects such as Rassvet and GR Uniforma since the closure of the eponymous brand in 2018, it has largely disappeared.
Between 2015 and 2018, the strong rise of post Soviet aesthetics became an industry phenomenon, not only deeply influencing popular fashion trends, but also becoming the main object of academic analysis. As the Three Musketeers leading the aesthetics of the post Soviet era and the street style of Eastern Europe, Demna, Gosha Rubchinskiy, and Lotta Volkova worked together to transform the high-end fashion industry.
If Supreme, Yeezy, and Off White broke through half of the high walls of European haute couture with American street culture, then Eastern European street culture broke through the other half.
Demna, a celebrity designer who rose to fame from Vetements, continued to expand her influence through Balenciaga, not only continuing in the high-end clothing field, but also restarting Balenciaga’s high-end customization series. Stylist Lotta Volkova, who once contributed to the image development of Vetments and Gosha Rubchinskiy, has now become the mastermind behind Miu Miu’s fashion phenomenon.
Gosha Rubchinskiy originally had the potential to further transform the fashion industry.
