Why Russia’s youth want home-grown fashion
REPORT
11 Oct 2017
Why Russia’s youth want home-grown fashion

Young Russians are embracing a ‘90s aesthetic championed by domestic style icons and indie fashion brands as they seek to establish a new cultural identity. But what exactly is the appeal of home-grown fashion? And what social, economic and religious drivers have influenced this shift?

Mikhael Agafonov

Mikhael Agafonov is a Moscow-based writer, social media expert and publicist. Writing for both Russian and international media, he also frequently collaborates with a wide selection of brands,
including Sony, Apple and Google.