His name has been rising and Gosha Rubchinskiy's aesthetic is an abrasive kind of beauty. Given the football-heavy influence of this collection, it's easy to imagine how a collaboration with Burberry will go - and although we wouldn't dare to think that this would actually happen, it did.
Gosha Rubchinskiy brought back the 'Burberry football lad' as a nod to the brand's past. At a time of other highly successful collaborations like Balmain for H&M and Louis Vuitton x Supreme where these produced collector-worthy pieces, this collaboration has some competition. Traumatic or fashion? The industry craves this sort of raw appeal but to the sartorial consumer, this was a big risk.
I do cringe at this collaboration because I love Burberry and how sophisticated the pieces are. I really do think that Burberry Prorsum was one of the best times for the brand.
I will say though, that my absolute favourite piece of the SS18 menswear season at London Fashion Week is the two-tone trench coat from this collection.