The article discusses how Ukrainian designer Gosha Rubchinskiy’s fashion brand has been accused of aestheticizing Russian aggression and perpetuating propaganda. The article mentions that Rubchinskiy’s book “Victory Day” was released in 2022, coinciding with Russia’s invasion of Ukraine. The book is criticized for downplaying the ethnic persecutions and military force used by Russia during its occupation of Crimea.
The article also highlights how Rubchinskiy has previously spoken about being above politics, but has occasionally let slip his pro-Russian views. In a 2018 interview, he praised the World Cup for showcasing Russia to the world and criticized biased media portrayals of Russia.
Critics argue that Rubchinskiy’s work exploits post-Soviet trauma and transforms collective pain into aesthetic currency, which is then instrumentalized for ideological purposes. The article also mentions how Ukrainian visual artist Yana Kononov has criticized Rubchinskiy’s work for being a conduit for ideological slipperiness, capable of satisfying both authoritarian desire and Western taste for the “critically charged”.
The article concludes by highlighting the importance of accurate representation and criticism in times of war, and encourages readers to support independent journalism, such as The Kyiv Independent.
