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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)

The Russian polymath cast and photographed the whole campaign, which depicts youth in the unique, natural way his celebrated personal photographic work does.
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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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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:

1) Check out Meadowlark's Alchemy-Inspired Collection (Winter 2015)

2) Opening Ceremony Reissues Vivienne Westwood's Earliest Punk Rock Designs

3) The Best Gender-Neutral Moments at the Mens' Shows (Winter 2015)

4) Dior's Spring 2015 Haute Couture Collection is New Look for the New Age

5) Kuwaii's New Collection is your Wardrobe Solution (Winter 2015)

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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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Gosha Rubchinskiy Photographs ASOS' New Menwear Lookbook (Winter 2015)
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