Yekaterinburg has been declared the new capital of Russian fashion - editors of Western publications, buyers of major concept stores and Moscow hip-hopers have gathered there.

“Gosha Rubchinsky is the only man for whom I am ready to endure such a temperature,” wrote Dazed author Emma Hope Allwood about the 17-degree frost. She and five dozen people had the opportunity to see the Gosha Rubchinskiy show in person, the rest of the brand’s fans watched the broadcast outside the Yeltsin Center. The display of the Rubchinsky autumn-winter collection was made in the format of an immersive show: guests could freely move around the space and even chase defiling models.