A few months ago, we announced that Gosha Rubchinskiy was preparing to relaunch his brand. Now it’s no longer an announcement: it’s a real collection, marking the first step in what appears to be a complete reconstruction of his universe.
The designer is starting this new phase from scratch, but there doesn’t seem to be much nostalgia for the aesthetic that brought him fame in the late 2010s. Instead, he presents a modern wardrobe built from the ground up: wardrobe essentials with character, clean silhouettes, pieces that work in everyday life, maintaining the energy that has always defined Rubchinskiy.
This launch serves as the starting point for a much larger plan. From now on, future releases will expand the brand into outerwear, womenswear, and even more experimental lines that, according to Gosha himself, aim to explore the idea of couture in the long term. This is an unexpected ambition, but one that is consistent with someone who has always approached fashion from an artistic rather than a commercial angle.
The other big sign of change is the format. Gosha is abandoning the classic runway calendar and moving to a system of traveling cultural events. Fashion mixed with music, photography, and film, presented in key cities such as Japan, the United States, and China. So, rather than collections, cultural chapters?
At the same time, he is publishing a book that brings together twenty years of images: scenes of youth, subcultures, cold nights, anonymous faces that sum up better than any campaign who Gosha is and where he comes from. A reminder that his identity was never limited to being a “brand”; it was always a visual platform for a community.
Now that the first collection is here, his intention is clearer: Gosha is not trying to reclaim his old throne, he is building a new one. The collection is now available at gosharubchinskiy.com and at selected retailers.
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