Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

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It is getting closer to the Russian World Cup in 2018. For brands in all fields, the World Cup is not only a fan of the carnival, but also a challenging marketing opportunity. Especially in Europe and the United States and Japan and South Korea style design based fashion industry, this World Cup or will be popular in recent years, "the former Soviet Union style" design to a climax.

According to fashionunited reports, Adidas provided a set of jerseys with the former Soviet Union logo for the 2018 World Cup in Russia. The series is inspired by the Soviet Union's sportswear style in the 1980s and will be dedicated to countries participating in the World Cup in Russia from June 14th to July 15th.

Not only that, but Adidas has also made some efforts in sports accessories outside of clothing. On May 19th, it launched a colored stripe retro sneaker with the word "Moskva" printed on it. It also launched a goalkeeper with a memory of the former Soviet Union. gloves. The glove is a combination of black and orange colors, with the name of the former Soviet goaltender Yashin, which has won the Golden Globe, the jersey number, and the words “Balloon D'Or 1963”.

Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

Adidas jersey

Although there is no clear "opening ceremony" to mark how this "former Soviet style" has blown up, Adidas is clearly not the only brand that incorporates the former Soviet style in its design. UMBRO, a British football apparel brand founded in 1924, recently launched a new series “Unforgotten” inspired by the brand's 1966 Soviet football uniform series.

However, although the original version of the series was a team-designed uniform for the Soviet football team that participated in the World Cup in England in 1966, the Soviet football team at the time refused to cooperate with the British manufacturer. Therefore, this costume was never seen in the public. In the field of vision. 52 years later, UMBRO, still unrelenting, has incorporated more of the post-Soviet aesthetics in the new series after referring to the original design. Also launched is the exclusive capsule series of Yashin, inspired by the Yashin nickname “Black Spider,” which is all presented in black clothing.

Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

Unforgotten

Obviously, the impact of Russia as a home stadium on the sports brand is self-evident. However, in fact, other non-sports brands have begun to pay more attention to this “former Soviet style”.

In this fashion style, the Russian ghost designer Gosha Rubchinskiy made a considerable contribution. As the founder of the same-name Russian street brand, he has boldly integrated the former Soviet Union and Russian elements into his own designs when Russian local designers are in love with Western design elements. For example, in the Gosha Rubchinskiy 2015 autumn and winter series, Gosha used the Sino-Russian relations in the 1980s as a design background, merged the national flags of the two countries into a new logo, and the printing also chose the “movement” that symbolized the revolution of the former Soviet Union. Two words, and two versions of traditional Chinese and Russian.

With regard to the use of the Soviet style slogans, Gosha is also handy. He has worked with Adidas to create a series of socks and sports t-shirts, all of which are printed Cyrillic (Russian letters) like “Ready for Labour and Defense” and “Sport”.

Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

Gosha Rubchinskiy Fall Winter 2015 Collection

In recent years, the slogans and phrases printed by the Cyrillic alphabet have no longer been considered as a niche in the fashion industry with the increase in the appearance rate of the former Soviet Union. For example, a hoodie printed by the American designer Heron Preston with the word "Style" in Russian is worn by the American rap singer and designer Kanye West and his daughter.

Demna Gvasalia, co-founder of French brand Vetements, also actively promoted the brand's appreciation of Soviet aesthetics. Demna Gvasalia, now the design director of Balenciaga, once said that many of his design inspirations came from the late Soviet Union.

In addition, some designers from Poland, the Baltic States and Ukraine are trying to follow this trend. For example, Polish designer Gosya Bachinska recently showed her "Yalta" series to commemorate the events of the anti-Hitler coalition leaders during the Second World War. The brooch introduced in this series was inspired by the medal of the then Alliance. Yulia Yefimchuk, a Ukrainian designer, also took inspiration from the history of the Soviet Union. In his design, he displayed "communism" and " The famous Soviet maxims, including socialist, propaganda, and other texts; Marit Ilison, a designer from Estonia, inspired her mother’s photographs of the Soviet era in the 1970s and created her own brand 2018. Autumn and winter series "D'efect".

Although the World Cup in Russia has not yet begun, the "former Soviet style" in the fashion world has already been scraped.

Gosha Rubchinskiy Fall Winter 2015 Collection

However, not all countries can accept these "former Soviet style" designs.

For example, after the release of Adidas' former Soviet sportswear, the Ukrainian Institute of National Remembrance accused it of violating the code of ethics and eventually caused the brand to withdraw the series in Ukraine. In Lithuania, the Ministry of Foreign Affairs expressed dissatisfaction with the slogans on its clothing and accused the brand of malicious nostalgia.

However, these accusations did not affect the sales of this series of products in the German domestic market. However, this also gave a wake-up call to these brands that pursued the design of the former Soviet Union style. It is good to follow the trend, but When it comes to cultural and historical design inspiration, it is better to be cautious.

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