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Overview of fashion in Russia with a focus on “Vika Gazinskaya”
Russian fashion is mainly famous around the world from it’s kitschy and extravagant side. There are a few reasons that helped people to form this cliché. One of them is the rich business magnets that made easy money on reselling natural resources and therefore were trying to show off by spending a ridiculous amount of money However, most of the people in the country are less fortunate and cannot afford to buy high end brands what doesn’t stop them from following their own trends and being interested in fashion in a way that they understand it. (that probably explains the amount of Swarowski crystals that russian ladies consume) .
Another things to say is that fashion in Russia is mostly consumed by women not men, in fact interest in fashion among men is not welcomed by the society.
Moreover the fact that Russia is a home country for people of many different nationalities makes fashion very local and distinctive, not to forget that Russia and local celebrities in particular are the role models for people from nearby “soviet camp” countries (eg. Armenia, Georgia, Kazakhstan)
The one place where you can see all the latest trends of Russian fashion is the capital of the country, Moscow.
Filled with immigrants, foreigners, rich Russians and middle class people it creates a unique mixture of cultures, classes.
The whole concept of shopping changed for Russian people and from small post soviet boutiques they moved on to huge department stores because that’s something they’ve been lacking during their communist past.
Here’re a few top department stores in Moscow:
TSUM, opened a while ago and immediately became a hotspot for Moscow’s high-so croud
one of the oldest department stores in Russia is filled with all the important brands for russian people like: Louis Vuitton, Roberto Cavalli, Dolce&Gabanna
and last but not least Burvixa Luxury Village that is filled with expensive stuff and despite the crisis customers are keep on coming
Even though there is a wide variety of merchandize in each of this stores I would say the clothes look pretty similar as Russian women tend to have a similar taste, as they all share the same concept of sexy and seductive look you need to wear 24/7 regardless what your age is. Also i felt it’s important to include a brief information about these stores because at some point buyers of those stores form a taste of Russian high-so crowd and introduce a new trend so lately it will reach other regions of the country.
For other who cant afford shopping at expensive stores there is a variety of other places to go to, luckily mass market brands like Zara, TopShop, H&M are well presented around the country
Types of Customers
There is a very little of middle class in russia, mostly Russian people are one of 2 extremes, either really rich or really poor. Also, there is no such thing as an average income, because of the corrupted economic situation but 15000 rubles per months in considered to be a good salary, while cleaning ladies, sales girls etc get around 6000-7000 rubles per month.
Spotlight on a designer: Vika Gazinskaya
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Vika Gazinskaya (designer and main inspiration of the brand) was born in Moscow, Russia. She always had a very strong interest in fashion and fashion design in particular. No wonder that after graduating from high school she decided to try herself in fashion and got into one of a few fashion schools in Russia. Her major was “costume design”. Before graduating she already showed herself as a designer with a strong identity by taking part in a famous, fashion design scholarship program “Russian Silhouette” and winning it. Later, her designs were presented in Italy as a part of Russian Cultural Festival.
After graduating she got her scholarship in a famous fur and leather goods producing brand “Saga Furs” in Denmark. In a year 2003 she was hired as a Fashion Editor of “L’Officiel”, Russian edition. In a year 2006 Vika decided to create her own fashion brand named by herself “Vika Gazinskaya”, she did it together with her friend of many years and a famous Russian It-girl Miroslava Duma. Her collections fully match with her personal style and show futuristic view on fashion
Since then, she’s been noticed by fashion bloggers and other designers, did collaborations with brands like: Lacoste, Kova&T, was the first Russian designer to be sold in a high end Paris Department Store “Collete” and took part in Paris, London, Milan fashion weeks.
In future she wants to develop her brand in a successful business that will be appreciated by Russian people as nowadays Russian dont really like wearing local designers, also brand “Vika Gazinskaya” is completely a part of Vikas identity, she wears all of the things that she designs and they work well with her personality
Some of Vika’s personal Style:
Vika’s latest collection:
was inspired by architecture and space stuff
Vika’s making her display for Collete store: