Smells like teen spirit
These days, you don’t have to visit a physical music store to buy a song. Gosha Rubchinskiy, Russian designer known for his Soviet-inspired outfits and the purveyor of cool, laments this. The tradition of waiting in line for a band’s latest album has recently been replaced by the excitement of getting one’s hands on a fashion brand’s latest collection (see, for example, what happened when Balmain dropped its collaborative collection with H&M).
So Rubchinskiy is set to put out what he refers to his “new single,” which is a fragrance. Taking his inspiration from “the streets of Moscow,” the fragrance is made for the wearers of his clothes: the youths (and young at heart), the skater community, the streetwear enthusiasts. “They don’t want to use Armani or something. They want something closer to their culture,” says Rubchinskiy, as quoted from “Business of Fashion.”
The answer to this need will arrive in Rubchinskiy’s upcoming fragrance, which will be launched along with a photo book containing pictures taken by Rubchinskiy himself. The perfume will come in a glass bottle with a wooden cap that is reminiscent of a skate deck. The red-colored packaging is inspired by Moscow.
The fragrance will be available starting October 8 at Dover Street Market London, Comme des Garçons Trading Museum and Comme des Garçons Parfums shops in Paris. The Dover Street Market in New York and Ginza, Tokyo will start retailing it in November. Finally, it will get wider distribution in January next year.