Relaxation homes, vacation inns, well-known Soviet sanatoriums, the 70s, 80s and even the Perestroika 90s are the beginning factors of a brand new Red September assortment that desires to have fun the flavour of the vacations and the zest for lifetime of a time far and close to.
From swimming swimming pools to seashores, from the buildings themselves to the spectacular showers the place men and women used to make particular water procedures devoted to Soviet employees, artistic director Olga Vasyukova discovered a jolt of inspiration to create a group that’s relaxed and modern, with the same old consideration to small particulars and to the model DNA together with the Perestroika age.
The strongest reference all through this assortment is the motto of “trip euphoria”. By way of the items, a hyperlink is drawn to the classical dachas the place often individuals go for days of vacation rest, to follow sports activities, and to seek out peace removed from the cities.
Moreover, postcards had been frequent in Russia from the Soviet period till the Perestroika years — playing cards with slogans like “We’re residing our greatest life!”, “So many feelings!”, “Can’t wait to see you once more!” When telephones had been unusual, postcards that usually included images and letters had been the easiest way to speak with lovers, to inform tales of the vacations, to know what pals had been doing.
Olga twisted this memorabilia into prints, making a type of guiding thread of your entire assortment. In addition to different inspiring prints, an previous black and white image of an enormous vacation home within the countryside turns into a leitmotif.
Together with postcards, Olga discovered inspiration in stamps. In Moscow, Olga discovered a passionate and secretive collector of stamps. She had the chance to decide on some distinctive stamps from this assortment of hidden treasures, and so she did — choosing stamps celebrating the summer time of the Olympics within the Soviet Union and particularly developed for the Video games in 1980. The work on the colors and the prints was meticulously crafted, permitting Olga to acquire the consequence the designer needed.
To create this assortment, Purple September sought to seek out the core of what makes holidays synonymous with relaxation and enjoyable, together with the apparel that populates them, corresponding to hats, caps, bandanas and foulard. In a classic market, Olga noticed peculiar Soviet silk scarfs from the 90s Perestroika period. Utilising them, she labored on the idea and colors to create a patchwork print of embellished trendy bandanas for Babushkas.
One other side that impressed Olga was a distinct type of technique of rest — beer. In the course of the summer time, mendacity on a deckchair and ingesting a chilly beer is a ubiquitous pleasure. Embracing this, she contrasted the expertise of ingesting a beer on a sizzling summer time day to taking time for oneself at a sanatorium. Wellness and beers might not appear to get alongside, however Olga loves contrasts: contrasts give authenticity and energy to her collections.
With the SS22, Purple September lastly launches its equipment line. All items are produced with semi-precious supplies, from the chains to the earrings to the covers for AirPods. Olga most well-liked silver and laser glass as supplies while the inspiration for the person items got here from the garments: the laces of the hoodies, the denim tags, all of the materials.
By embracing all of those elements, Purple September creates concord in a chaotic work of development and deconstruction, of magnificence and trendsetting which can be the trademark of a contemporary model that winks insolently at Perestroika. It’s a model with its personal context and its eyes on the long run.
images. Yan Yugay
trend. Svetlana Tanakina
mannequin. Alina, Jackline + Misha @ NIK Model Mamagement
hair + make up. Valerie Vitko
set design. AA Cooperation, Alexandra Budarina + Alexey Leontyev
images assistant. Pavel Vedenkin
trend assistant. Kate Yushko
hair + make up assistant. Nastya Tenderova
manufacturing. Alexey Lordanov @ NOB Agency