This Kid With the adidas Logo Shaved Into His Hair Stole the Gosha FW18 Show

Gosha Rubchinskiy’s FW18 show took place in the far-flung Russian city of Yekaterinburg over the weekend. As expected, Rubchinskiy’s latest collection leaned on its collaboration with Levi’s, Burberry and adidas while continuing to pull visual inspiration from Russian gopnik subculture and football-inspired sportswear.

As well as graphic references to “ENEMY” and “FREEDOM” in collaboration with Russian Artist Erik Bulatov , one model summarized the mood of the collection with one key haircut, a savage adidas trefoil fade.

adidas hair at Gosha Rubchinskiy FW18 #hsfashionweek 📷: @emmahopeall for dazed

A post shared by HIGHSNOBIETY (@highsnobiety) on Jan 14, 2018 at 1:46pm PST

adidas has became symbolic of materialism in Soviet and Post-Soviet Russia since the triple-striped uniforms of the Soviet team at the 1980 Moscow Olympics. The brand represents Russia’s adoption of Western consumerism, as well as its history of producing cheap counterfeits, and is now being internalized by Gosha who champions the brand as an integral part of Russia’s complex history with fashion.

@gosharubchinskiy @dazed @dazedfashion | Ekaterinburg, 2018

A post shared by Yana Davydova (@ydavydova) on Jan 14, 2018 at 11:33am PST

As a gesture of peak brand loyalty, would you get this cut ? Let us know in the comments.

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