A guide to the New East
Style factory
Photographer Sergey Rogov revives a Moscow ruin

In his new fashion shoot Russian photographer Sergey Rogov channels the sombre mood of late autumn in Moscow before it gives way to a long, cold winter. It is around this time of the year that the concrete tones of the city are alleviated by the light of pale skies and early snow. The setting for the shoot is the disused alcohol factory, Moscow Crystal. Pieces by emerging Russia designers styled by Oxana Markina are set against concrete pillars and deserted staircases. These serve as the perfect backdrop, since the featured designers — ZDDZTigran AvetisyanAsya MalbersteinAlisa Kuzembaeva — are all, in one way or another, drawn to brutalist aesthetics in their search for a new identity for Russia's youth. 

Text: Anastasiia Fedorova
Photo: Sergey Rogov
Style: Oxana Markina 
Make up: Stolbova Ekaterina 
Models:  Marso, Nips, Luc 
               Yana Parkhomenko 

Special thanks to Krystall for the location.

Read more


Duty Free Pour Homme

A fictional fragrance for men by Tigran Avetisyan


Eastern Bloc Style

25 years after the fall of the Wall, why is Cold War style more timely than ever?


Girls in stairwells

Celebrating the sublime ridiculousness of the post-Soviet hallway

More from Fashion

Made in Ukraine

How a home-grown fashion movement is helping to build a nation

The post-Soviet aesthetic

How a fashion trend became the most relevant way of confronting the past


The city that made Gosha Rubchinskiy is home to a new wave of style pioneers

Generation Z

Russia's youth reach for the future to reinvent east European style


All the designers you need to know from Ukraine's red hot style city

The bigger picture

Meet the Moscow fashion brand with a global vision for Russia