Ye, who is making waves in the fashion industry once more, recently announced that controversial designer Gosha Rubchinskiy has been appointed as YEEZY’s new Head of Design.
Ye declared, “YEEZY welcomes Gosha Rubchinskiy as its new Head of Design today,” in an official statement that was posted on X. A major turning point in the history of design has been reached with the addition of this renowned Russian designer to YEEZY, a well-known worldwide brand in both music and fashion.”
The 38-year-old Russian fashion influencer expressed his opinions in an Instagram statement, writing, “We’re excited to unveil the new direction of the Gosha Rubchinskiy fashion brand as an independent creative force.” Our brand is forging its own route, severing ties to Comme des Garçons and Rassvet.
We are ready to start exciting new projects and partnerships that perfectly embody our spirit of independence and creative ambition, especially with Gosha leading the creative charge. We are thankful for our community’s steadfast support, which keeps us moving forward on our journey.”
Notably, Gosha Rubchinskiy recently contributed to the artwork for the collaborative album Vultures by Ye and Ty Dolla $ign.
Kanye West declared Gosha Rubchinskiy as the new head of design
Gosha Rubchinskiy has been named the new head of design at Yeezy, Kanye West announced on his return to X on December 13.
Not only did the surprise announcement follow Ye’s reactivation of his iconic X account, but it was also the first significant news involving the Russian designer since accusations of inappropriate behavior with a minor surfaced in 2018, which resulted in a major blow to his career.
Prior to the accusations, Rubchinskiy had become one of the most well-known up-and-coming designers in the fashion world, known for his true-to-life depiction of Russian youth culture. He also collaborated with brands like Adidas and Burberry and received endorsements from celebrities like ASAP Rocky.
It appears that Rubchinskiy is attempting a public comeback with his new position at Yeezy and the news of the impending rebirth of his own label.
Origin of The Gosha Rubchinskiy Brand
Gosha Rubchinskiy founded his own record label in 2008 with the goal of illuminating post-Soviet Russia through the exploration of youth-oriented subcultures like football and rave culture.
He filmed video campaigns in St. Petersburg and staged runway shows in deserted buildings in the suburbs of Moscow. The first collection, “Evil Empire,” honored the moniker that Ronald Reagan used to refer to the USSR during the Cold War. Due to tremendous early demand and the brand’s unique viewpoint, which struck a chord in his native nation, Rubchinskiy was forced to temporarily halt the production of seasonal collections.
By formally partnering with Adrian Joffe, CEO of Dover Street Market and President of Comme des Garçons International, he found vital support in 2012. This partnership supported the brand, helped with production and delivery, and helped satisfy the increasing demand for Rubchinskiy’s distinctive take on fashion.
The Rise of The Gosha Rubchinskiy Brand
Rubchinskiy advanced fast in the fashion industry thanks to Joffe and Comme des Garçons’ organizational structure and support. Renowned stores like Union Los Angeles and Dover Street Market started carrying his collections.
After making his runway debut at Paris Fashion Week in 2014, Rubchinskiy became well-known for his distinctive fusion of high fashion and vintage sportswear aesthetics, which drew in a wide range of customers.
Reaching a wider audience was made possible in large part by ASAP Rocky’s 2015 MTV VMAs hoodie, which cleverly parodied the Tommy Hilfiger flag logo by fusing the Chinese and Russian flags. This became one of the brand’s defining characteristics.
Rubchinskiy’s influence grew even more during the 2010s. Football uniforms, colorful windbreakers, and an iconic hairdo from a Fall/Winter 2018–2019 runway presentation that went viral were all products of a long-standing collaboration with Adidas.
Partnerships with Fila, Vans, Reebok, and Levi’s ensued. His Spring/Summer 2018 presentation revealed a major collaboration with Burberry, which was officially released in July 2018. This was a significant move.
In 2016, he and skateboarder Tolya Titaev founded Rassvet, a diffusion label with a skate influence, in an effort to provide more approachable options. In addition, he worked on a line of graphic tees with Urban Outfitters in 2017.
