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For spring 2018, Gosha Rubchinskiy, a streetwear brand, collaborated with a limited-edition high-end brand, Burberry. "Where runway meets the street"- HighSnobiety
Gosha is a fashion brand inspired by youth culture and the legacy of British football in Russia. The collaboration is said to be 'a remix of the past and present' as it features Burberry, a vintage British brand that was established in 1856. The iconic vintage check monogram print of Burberry is used to bring back the stylish over sized and casual look of Gosha.
(@vogue)
Burberry's designer that has now retired, Christopher Bailey, stated “I have been a big supporter and admirer of Gosha’s creative work for a long time, he has an innate cultural sensibility and I was honored when he asked us to collaborate together for his new collection. His reinterpretation of some of our most iconic designs, feels exciting, new and relevant whilst paying enormous respect to our British cultural heritage."
(@vogue)
‘Here We Are’, was the name of the exhibition that was celebrated with the collaboration of the Burberry September 2017 runway show. The drop involved new interpretations of the Burberry signature trench coat that dates back to 1912 where the name was derived from the trenches military personnel were stationed in World War I, when it was designed by Thomas Burberry for the purpose of keeping officers protected against wind and rain. It was now ultimately re-imagined in new modern oversized shapes.
(@vogue)
Gosha Rubchinskiy, the designer of his own brand stated that “Burberry has always symbolised the epitome of classic British style to me. Their timeless pieces are the perfect balance to modern streetwear, creating a great mix. I’m very happy with the result of our collaborative work." Implying that he was equally as pleased as Christopher Bailey, both satisfied with the outcome of a young street styled traditional british collaboration.
(@vogue)
Though it did spark some controversy as Gosha is seen to be a teenage youth street subculture brand, and even though it is already a shock that it is collaborating with a high-end traditional brand, Burberry, it is more ironic as Burberry was suffering an early-mid crisis of the 2000s where the brand was trying to remove the label of 'chav', a derogatory term used in Britain to describe anti-social and working class youth who would dress out in tracksuits, in that time, they would be Burberry look-a-like tracksuits. So it was seen to be ironic and surprising that Burberry agreed to this collaboration considering it was bringing the 'chav' style back into fashion with the youths.
However, Christopher Bailey, the man of change and modernism (evident in his last Burberry show), stated that he was 'never snotty about it (the collaboration) because I feel that's a very important part of our history', considering he must have spent a lot of time, roughly fifteen years, trying to get Burberry out of the 'chav' label that it had. In order to find out the next steps for Burberry, it was to collaborate with well known streetwear brands, just like Supreme did a collaboration with Louis Vuitton.