What is the story about?
What's Happening?
Gosha Rubchinskiy, a Russian designer known for his post-Soviet streetwear, has relaunched his namesake brand after closing it in 2018 due to allegations of soliciting inappropriate images from minors. The brand's relaunch includes a range of basics like T-shirts and hoodies, with plans to expand into more complex designs and womenswear. Rubchinskiy has addressed past allegations by changing the brand's casting policy, emphasizing live casting sessions to avoid misinterpretations. The brand is now a collective venture, no longer associated with Comme des Garçons, and plans to engage directly with consumers through online sales and cultural events.
Why It's Important?
The relaunch of Rubchinskiy's brand is significant as it marks a comeback in the fashion industry after a controversial hiatus. This move could influence the streetwear market, especially with the brand's plans to expand into womenswear and potentially couture. The changes in casting policies reflect a broader industry trend towards transparency and ethical practices, which could set a precedent for other brands. The brand's direct-to-consumer approach and planned cultural events may also reshape how fashion brands engage with their audiences, potentially impacting retail strategies and consumer expectations.
What's Next?
Rubchinskiy plans to expand the brand's offerings and engage with fans through a 'small world tour' in countries like China, Japan, and the US. This tour will include cultural events related to music, fashion, and photography, aiming to build a direct connection with consumers. The brand also intends to collaborate with multi-brand retailers for special collections and is considering opening boutiques. These steps could enhance the brand's global presence and influence in the fashion industry.
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