The ecommerce giant has enlisted Rubchinskiy for its latest look book.

In the same week Gosha Rubchinskiy’s label made its second exit at Paris Fashion Week, ecommerce giant ASOS revealed its men’s Spring Summer 15 look book, shot by the Russian designer, photographer and filmmaker.

Part of ASOS’s commitment to supporting ‘new and exciting creative talent’, the shoot mirrors Rubchinskiy’s own skate culture based aesthetic, shot in and around London’s South Bank in collaboration with stylist Max Pearmain.

Reflecting the carefree nature of the season, the 10-page look book boasts tie-dye tees, tinted sunnies and bucket hats, while in contrast Gosha’s mainline presentation on Wednesday focused on heavyweight plaid and stonewash denim.

A notable mention should also go to the casting – a joint effort between Rubchinskiy and Pearmain – which includes LC:M favourite George Hard from FM London.


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