There's nothing quite like being spotted and recruited by an international fashion brand to pull a fledgling creative out of a sea of young hopefuls and into the spotlight. It also arguably adds kudos and injects fresh energy into said international fashion brands, and is arguably part of the reason companies like Opening Ceremony and Topshop, renowned for their collaborations with young designers, photographers, stylists and artists, have become so successful.
Gosha Rubchinskiy is a Russian polymath – photographer, fashion designer, filmmaker – who has been celebrated by the likes of Dazed Digital for his documentation of Russia's youth and what their actions and dreams mean in the context of the oppressive state. Of this – which is his – generation, he told Dazed: "The new generation has the internet and they feel like a part of something bigger; they want to be the voice of their people. This movement keeps growing. It's a new Russia."
ASOS have recruited Rubchinskiy's gritty style for their latest campaign. In collaboration with stylist Max Pearmain, Rubchinskiy cast, art directed and photographed the entire story, and the results are, naturally, pretty powerful.
Published on February 5th, 2015 by Courtney Sanders
Liked this? Read these other fashion features:
Subscribe to our e-newsletter for news you want, fashion you like and opinions to share.