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Rubchinskiy’s work – both in clothing and in photography – is concerned with two subjects: Russia and youth. His graphics reference myriad parts of his country’s culture and history, while he enlists an ever-expanding gang of young associates, many of whom he finds through Instagram, to star in his shows, lookbooks and photography. Gosha’s work is reflecting the mindset of young people in the age of social media and instant communication, and at the same time championing a new vision of Russia – one that’s young, exciting and beautiful.
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