‘Crazy clothes with a concept’: follow the Russian fashion label upcycling Soviet toys and artificial flowers

‘Crazy clothes with a concept’: follow the Russian fashion label upcycling Soviet toys and artificial flowers

16 December 2020

Rarely does an Instagram account emanate as much visual creativity as Russian fashion label @romauvarovdesign.

With a healthy dose of irony and strong roots in Russian life — whether that’s upcycling classic toys or reusing the red-and-white designs from the Soviet Union’s only salt and pepper brand — the label is led by a desire “to see beauty in everything and always give a second life to any object”, designer Roma Uvarov told The Calvert Journal.

The brand’s motto is “crazy clothes with a concept”. Made from upcycled materials, objects found in flea markets, and deconstructed clothes, the label’s latest collections come alive on Instagram in surreal collages reinterpreting elements of Russian life, ranging from archive pics and graduation-style photoshoots to Soviet urban interiors or scenes from village life.

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