In the modern world, where fashion is rapidly developing and the boundaries between cultures are blurring, cultural codes are becoming an increasingly important factor in success.

For Russian fashion, this means that the use of unique elements of Russian cultural heritage - such as traditional patterns, embroidery, colors and shapes - can be the key to popularity and international recognition.

But why exactly is the Russian cultural code so imprinted in the souls of designers and in the fashion world in general? It's no secret that fashion is not just clothes, but a way to tell a story. And Russia has a rich and unique culture that can become a source of inspiration for designers. In an increasingly monotonous world, people value authenticity and originality - cultural codes can create an emotional connection between brand and consumer.

Designers who use the Russian code in their collections not only create fashionable clothes, but also tell the world about Russia. The founder of this phenomenon is rightly called, of course, Valentin Yudashkin. It was he who became the personification of Russian fashion in the West, dressed the Russian army and created costumes for productions at the Bolshoi Theater.

Valentin Yudashkin's collections are real couture, with many days of handmade work, embroidery and brocade, rhinestones and feathers, praising the beautiful female image. His dresses are a riot of luxury and celebration.

“THE COLLECTIONS THAT YUDASHKIN BROUGHT TO FRANCE WERE TRADITIONALLY DEDICATED TO RUSSIAN CULTURE - BOTH DESIGN AND NAMES: “ANNA KARENINA”, “Catherine the Great” AND OTHERS. HE STRIVED TO ATTRACT ATTENTION TO RUSSIAN BALLET, PAINTING AND ARCHITECTURE, FROM COLLECTION TO COLLECTION HE USED RUSSIAN EMBROIDERY - IT PRACTICALLY BECAME HIS CALLING CARD.”

He changed Russian fashion and became the first fashion designer to join the design syndicate in Paris. However, membership in the syndicate did not last long - until changes in the residence policy, it became important to have your own boutique in Paris. Yudashkin could not do this, because then he would have become a French fashion designer and left the association.

Yudashkin is not just a “fashion designer”.

He is a true patriot who devoted his entire life to promoting true Russian beauty to the whole world.

Yudashkin's brand DNA is a unique combination of traditional Russian elements with modern fashion trends. Use of traditional Russian ornaments and embroidery. Bright and rich colors such as red, blue, green and gold. Rich textures and complex feminine silhouettes. Use of traditional Russian headdresses such as kokoshniks and caps.

The Yudashkin brand is the heritage of Russia.

He not only promotes Russian fashion on the world stage, but also preserves the rich cultural traditions of the country.

 Collections of Valentin Yudashkin

“Folk costume is an inexhaustible source of creativity, and our country is multinational and a huge amount of such wealth, such sacraments are hidden in this national and folk folklore, which can be varied endlessly and create new and new images, inspired or colored by the spirit of modernity... »

This is a quote from the incomparable Vyacheslav Zaitsev, the first Soviet couturier. The founder of the “A La Russe” style and a pioneer in the world of high fashion for Russia. His works were published in many foreign magazines, and shows were held in some countries.

Inspired by Russian aesthetics, Yves Saint Laurent openly borrowed Russian style in his 1974 collection dedicated to Russian ballet and opera.

According to Zaitsev’s recollections, he also had a collection in 1976, dedicated to that very famous Russian code, made entirely from his native Ivanovo chintz. Graceful silhouettes, strict and clear lines, beautiful embroidery and expensive lace, elegant hats, as well as tied up hair and red lipstick - this is the recognizable style of fashion designer Vyacheslav Zaitsev.

Collections of Slava Zaitsev

After the Saint Laurent collection, Russian aesthetics was “picked up” by Ralph Lauren, and a year later John Galliano released a collection, inspired by heroines from Russian literature - Anna Karenina and Sonya Marmeladova. Subsequently, Karl Lagerfeld created the “Paris-Moscow” collection for Chanel.

Russian code. How global brands saw it.

The “Russian code” in fashion is not just a set of stereotypes, but a deep layer of cultural identity, which designers interpret in different ways. And the main elements are folk crafts: Khokhloma, Gzhel, Gorodets, Pavloposad shawls. Distinctive symbols are the matryoshka, balalaika, birch and double-headed eagle. And the color scheme is dominated by: red, blue, green and gold.

Fashion designers use these elements to create recognizable and unique images. Now Russian style is glorified by such designers as Ulyana Sergienko and Alena Akhmadullina. For example, Alena really loves floral patterns on Pavloposad shawls, and is inspired by Russian fairy tales when creating her collections. And Ulyana Sergienko creates luxurious dresses inspired by the images of Russian queens and noblewomen.

Among the “Russian Code” there were also punks.

Gosha Rubchinsky popularized the Cyrillic alphabet and streetwear aesthetic with Russian influences. Rubchinsky first gained wide popularity in 2016-2017 among young people due to rap culture, and now he is the creative director of the Yeezy brand.

Gosha Rubchinsky

The “Russian code” in fashion is not just a tribute to history, but also a way to show the beauty and originality of Russian culture. Designers who use the Russian code in their collections not only create fashionable clothes, but also tell the world about Russia. They rethink the past and create new forms and meanings.

“Russian Code” is a living and dynamic system that plays an important role in the Russian fashion industry.

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