"Rush Fashion" conquers the Decaying West: who made the Cyrillic alphabet fashionable and how

Now, more and more often, it is not the West itself that speaks about Russia, but the clothes of foreign stars. The Russian language has burst into the world fashion and, it seems, will never come out of it.

Now the trends are not boring "Love", but "Style", "Dawn", "Gosha Rubchinsky" and other Cyrillic inscriptions that the Western elite willingly buys. Russian Russian By the way, it was Gosha Rubchinsky who contributed to the popularity of Russian brands and the Russian word. Gosha has been promoting his brand since 2008, but they started talking about his collections and unique style especially a lot in 2016.

Gosha is a bright representative of designers of the fashion after fashion era ("fashion after fashion"). Hangouts with skaters, rockers, rappers and also the modern elite of Russian society contributed to the creation of something original, honest, shot in all segments of the Russian population.

In collections and shows, not only the Cyrillic alphabet is original, but also a personal style in design, selection of models and the shows themselves.

In the fall of 2008, the designer made his debut in Sokolniki with the collection "Empire of Evil". Hoodies with bears and machine guns were demonstrated by simple street skaters. Interestingly, at each show Rubchinsky categorically refuses professional models and invites "children from the streets".

Fashion houses clearly missed something. Now it is not necessary to have contracts with top modeling agencies and create incredible prints. It is enough to do something high-quality, original and new. Something that was always there and remained unnoticed.

Robbie Pang

Many Western stars, answering the question "explain the Cyrillic alphabet on clothes", agree on something:

At the end of August 2018, the Internet was hotly discussing not the wedding of Bieber and Baldwin, but Haley's hoodie, which she wore to the pastor. This is a collaboration between Adidas and the Gosha Rubchinsky brand with the inscription "Russia".

One of the first hoodies with the inscription "Gosha Rubchinsky" was put on by Ryan Gosling, and then ASAP Rocky.

I wonder if the stars are aware of what is written on their clothes? One thing is clear — they were attracted by the style and idea of the brand.

In addition, many confirm that now the Russian language is at the peak of its popularity. That is why Gosha Rubchinsky has so many followers.

The London brand KTZ (Kokon To Zai) has also made Cyrillic inscriptions its special feature. It was founded in 2003 by emigrants from Macedonia — designer Marjan Pejoski and DJ Sasko Bezowski.

Ashley Medina, 26 years old Employee of the Paul Mitchell School, Pasadena, USA, California

KTZ makes clothes without gender identification and interprets multiculturalism, as well as ethnic and religious symbols.

Rapper 2 chainz

The autumn-winter 2012/13 collection brought the brand world fame. On black T-shirts, bomber jackets, dresses, bandanas and leggings, Orthodox crosses, sacred skulls and inscriptions in Russian were depicted: "Let me love and steal", "I danced inside" and "Do you want to hurt me".

Junya Watanabe is a Japanese designer who also decided to use Cyrillic in his latest collection. How well and appropriately, decide for yourself. But, damn, it's very nice to see how the foreign countries use the Russian alphabet and consider it quite cool.

The American designer and creator of the STYLE brand notes that Russian letters have attracted him for a long time. They were so close and unfamiliar to him at the same time.