Why Burberry’s Gosha Rubchinskiy Collab Is Totally Hypocritical

It’s been a good couple of years for Gosha Rubchinskiy. Recent seasons have seen him embed himself in the mainstream, where his profile seems to grow exponentially with every passing six-month cycle. I’m sure Gosha’s success can be bluntly measured in the ever-so banal terms of sales and revenue, but the clearest indicator of his upward trajectory came last Friday with the unveiling of his latest collab, which just happens to be with a certain British fashion house called Burberry. The eight-piece collection, which debuted alongside the rest of his SS18 range, consists of reversible bombers, shirts, shorts and a number of bucket hats, all of which are smeared in Burberry’s famous check pattern. For Brits of a certain age, the Burchinskiy collab would’ve triggered a strong sense of deja vu, causing memories of the “chav panic” of the early-to-mid 2000s to come flooding back – a period when the famed fashion house became associated with the problem poor, nouveau riche and football hooligans. This was clearly Gosha’s intention, as he told i-D after the show: “English people know more about chavs. But I have football fan friends, who are a generation older than me, and they were all about Burberry.” Read more at Highsnobiety.