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Artem Shumov Working in ‘new normal’ the designer moves away from the concept of strict fashion seasons and focuses on versatile looks. The collection combines comfortable cotton suits, classic for the brand jumpsuits, trench coats and light wool and silk coats. Basic shades of black, gray and blue are featured in various textures: soft knitwear, dense velvet, translucent silk and smooth vinyl. The designer was heavily inspired by the Japanese island of Naoshima, where he travelled right before the global pandemic. Nostalgia for this journey to the island of modern art is reflected in stripes and polka dot patterns and bold accessories: wide belts resembling Japanese obi belts, functional body harnesses and bucket hats with wide brims that protect from sun and rain.

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After taking a mental health break and spending it in countryside of Russia, the designer focuses his creativity on bright colors, handcrafted fabrics and mixing different styles up. The collection combines vinyl leather coats with tracksuits, classic suits with denim overalls and farm boots. Basic shades of blue, gray and white with popping of electric lavender and muted fuchsia are featured in various textures: soft knitwear, dense denim, translucent silk and smooth linen. The lookbook styled with huge fishing boots, real carrots and wildflowers refers to the countryside and emphasizes the bright, bold and fun mood of the new collection. Artem shares his ideas: “As always I try to reflect on my life through design. It helps me to accept the reality, especially now, when we have so many new rules and restrictions. A city boy picking apples on a farm – this is the mood of this collection. Mixing styles, colors, fabrics with no judgment, but pure joy from the process”.

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