Insider interview with Valentin Yudashkin
Designers from Russia are now using fashion as a vehicle to reflect, probe and celebrate their country through a more nationalistic approach, but why?
Whether it being 90’s post-soviet underground punk grunge, to deliberately placing the hammer and sickle on shirts like Gosha Rubchinskiy provoking western media, or like Alena Akhmadullina showcasing Russia’s iconic nostalgic landscapes and more, strong nationalism of Russia is on the rise.
Following my last article on the rise of Post-Soviet Russian Fashion; Crimea 2014 leading to a newly flourishing Russia, and Russia’s new fashion project and subsidy called Showroom#35 promoting on a massive scales top Russian designers and textiles to a global pedestal. Hence, this week, I’ve decided this week to dig deeper, in order to understand more on the new and “sudden” rise of Russian fashion by interviewing Moscow born designer, Valentin Yudashkin, hearing his thoughts and opinions on the new nationalist trend (or movement?).
“Our Russian fashion and designs show the world our peculiar, distinctive and original culture which has been created throughout many centuries. We demonstrate our unique culture through the prism of fashion. Here is the secret of success” says Valentin, proudly showcasing strong symbols of Russian elements in his designers.
Entering the SS17 Yudashkin Show during PFW, we were greeted with the designer, Mr. Valentin Yudashkin on screen, as he was not able to be present to the show due to health issues. Nevertheless, his daughter Galina Yudashkina, who is also now officially appointed artistic director of the brand, warmly greeted the media with her son, showcasing an elegant collection of princess like sequined gowns mixed with subtle influences of safari elements and hues of blue tones. Several days later, the collection also was showcased during Fashion Week in Moscow giving us a re-affirmation of the fundamental importance Russia has for the designer.
“In Russia we are also seeing the rise of the social media including the fashion sector. I suppose it is connected with the big popularity, demand and relevance of social media and how we can communicate on the internet. People love to share new information, photos, videos when they visit fashion shows, parties. And all the content is being shared at light speed. Another aspect is that fashion is a large segment of culture, it is obvious and clear that a lot of people follow it, similarly to general movements/trends which happen in time” says Yudashkin.
When asking the designer if he believed that the rise of Eastern Russian is only a fad or here to stay and his opinion on the potential factors causing Russian Fashion be a social media hit for 2016 / 2017, he related to a more diplomatic view point going towards the power of global social media and trends,
“Today, the internet space penetrates all the spheres of life, we have various possibilities of working with fashion thanks to new technologies. The Russian fashion uses these pluses and advantages to promote itself at the international level both via the internet and use of social media.” he continues.
Lastly, as The Diplomat media states “China and Russia’s carefully curated relationship is increasingly having a global impact.”
The elevation of the China-Russia ties are subsequently forecasted to affect Russian Fashion to attract China’s future burgeoning middle class market.
“It must be said that Chinese clients now are interested in luxury goods. On one hand, it is conditioned by the originality of the Russian fashion and by the scope of the Chinese market with its big financial opportunities – by the other hand. I prognosticate that Chinese clients will increase market share in Russia.” concludes Yudashkin.
About Valentin Yudashkin:
Yudashkin is often thought as one of Russia’s most famous fashion designer, being also the only Russian designer to be accredited by the prestigious French Federation of Fashion and of Ready-to-Wear Couturiers and Designers (2016). Moreover, Yudashkin’s various collaborations went from being appointed to redesign Russia’s military uniforms (2010), to collaborating with Russia’s Olympic team and even re-designing Aeroflot’s cabin crew uniforms.
Known for his theatrical designs, he’s also exhibited in museum collections at Moscow’s State Historical Museum, Metropolitan Museum of Art in New York, and the Louvre in Paris.
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Original Content, Photos sourced from the Internet ( NOWFASHION)