Gosha Rubchinskiy is the new kid in the block; every six months is a new opportunity for his crazed audience to enjoy better and bolder looks. He has truly earned his way into the mainstream fashion industry with other brands and high-street names looking to him for inspiration. So, what is it that makes Gosha and Burberry’s surprise 8-piece collection such a hit?
The Russian designer, Gosha has had his profile blown up in recent drops as the clothes reach an excitable and perceptive audience. The success can be measured in sales and revenue with a constant upward profit. However, this spring saw the unveiling of his most recent collaboration with our very own British fashionista Burberry. The SS18 range features mostly reversible bombers, shirts and shorts with a number of hats and mostly bucket hats. All of which have been completely designed with Burberry’s most famously classic check pattern. While the check screams British and classic, the era that the design has taken most inspiration from will bring back memories from the early 2000’s. The reused checks are a timeless pattern which will always be welcomed into new designs of all types now that the chav stereotype has been addressed; streetwear, formal or even preppy.
The irony of Burberry agreeing to a streetwear collab originates from their desperate attempt to shake off the ‘chavvy’ persona that the brand had accumulated; chavvy being an English slang term for anti-social, aggressive and working class who dress in very casual and cheap attire. The reputation origins from extreme cases where by many individuals caught wearing a Burberry cap would be banned from pubs and barred entry into other social environments (thanks to celebrities such as Daniella Westbrook). Gosha himself created the collection from the inspiration of gopniks; the Russia equivalent to chavs, hence why he so badly wanted to collab with Burberry to rebel against fashion stereotypes. Although Burberry checks have made an ageless comeback, their design has been revolutionised from football hooligan caps and bombers to high-end and edgy. For those who take branding so seriously to believe Burberry made a mistake of working with Gosha are surely those who are creating boundaries in fashion. Not only this but giving the collection the press it needs to make a success from the attention. Is the irony of the collection it’s selling point?
As the collection finds similarities with Louis Vuitton and Supremes’ collection, the success can surely be predicted as Supreme launched into a whole new audience after its opportunity to shed light on its value. Streetwear is a huge money-making industry and higher-end designers are recognising its success on up and coming collections and therefore wanting a sneak peak of influence and credit.
What do you think of Burberry agreeing to create this collection with Gosha?
Text: Ellie Botti
Images: Gosha Rubchinskiy x Burberry