If you’re not familiar with Gosha Rubchinskiy’s name, it’s time to wrap your tongue around it because he’s arguably one of the most influential figures in fashion today. The Russian menswear designer showed his SS17 collection at Pitti Uomo (a four day trade show in Florence, where buyers, editors and retailers gather to see menswear collections) for the first time last Thursday, and through three mediums. The first was a fashion show, the second a 17-minute long film directed by Russian director and actress Renata Litvinova entitled The Day Of My Death, and the third a photography book of the same name. The book was hand-made in England and shot by Gosha entirely on black and white film. Read more at Refinery 29.