Gosha Rubchinskiy: Menswear AW18
The Gosha Rubchinskiy show was held at the Yeltsin Museum, and before you ask if Milan has a Yeltsin Museum, it doesn’t. The show wasn’t in Milan, it was in Yekaterinburg and live streamed. And yes, should you have been watching that live stream, it was split screen, which oddly reminded me of catching sight of yourself on the CCTV at the 24 hour McDonalds in Leicester Square, around 2am. Don’t judge, we all know that that’s when a Big Mac tastes its best. According to the show notes, “models walk through the museum’s rooms as if walking through history, invading the different sets and reclaiming the symbolism of this pivotal period in the country’s past”. Could that idea of reclaiming also be applied to the brands that Gosha’s collaborated with this season? Adidas, Dr. Martens, Levis and a second collaboration with Burberry – you have to admit, he’s certainly reclaimed that one from Danniella Westbrook. It’s only Gosha’s third runway collection but he’s already established an aesthetic so strong it’s ingrained in the consciousness without need of explanation. We’re calling it post Soviet punk.