Ask Anna Wintour to Georgy Rushev, founder of the Rushev brand, about fashion, finding your own style and the most important thing in a designer’s career

Recently, local brands have been rapidly gaining momentum, weight and importance. Almost every week, new players with great ambitions and brilliant talents appear in the fashion arena. We always follow such projects closely, bring you the most promising ones, and boldly convey the names worth knowing to Anna Wintour.

The new hero of our column is Georgy Rushev, jewelry designer and founder of the Rushev brand, who for several years managed to win the love and respect of not only secular Moscow and fashion bloggers, but also metropolitan fashionistas. Her bold V*ue embellished single earrings are at the top of the wish lists of the most desperate fashionistas, and her studded necklace is in every self-respecting stylist’s arsenal.

What stands out about the brand is not just the jewelery itself, but also its approach to business. How often do you see boutiques in your apartment? We are almost certain that the answer will be negative. So, Rushev’s “headquarters” is located in a Stalinist building on Sadovaya-Triumfalnaya – including antique parquet floors, a cozy corridor and stucco molding. The founder of the brand lives there, so if you’re lucky you can meet him and chat (by the way, the author of the material managed to do this). Such a simple yet smart atmosphere breaks all stereotypes and completely changes the idea of ​​how the industry works. By the way, Georgy Rushev does the same with the help of jewelry. Today we invite you to get to know him and his work better. Shall we begin?

Rushev.

Rushev is an abbreviation of the Latin surname Patrushev. I thought for a long time about what it should sound like and came to the idea that Rushev’s voice is both aggressive and soft: a continuation of the “rrrr” consonant and soft hissing. I see it as a play of opposites, which is the basis of our brand. It was important for me to express myself through a brand name, not something abstract. Rushev is both a brand and a personality that I work on every day.

The brand appeared in 2010. I was 20 years old, dropped out of university and realized I wanted to start my own business.

Brand style is the struggle of opposites. We are almost combining the punk history that Vivienne Westwood bequeathed to us with the majestic atmosphere of Marie Antoinette’s time. The same thorns match very well with pink quartz and baroque pearls, they look exquisite.

The first was the hat. This was Putin’s glory period: the 2000s and 1900s. It was nice to have mass market wear as opposed to some very flashy items. Then I really wanted to create an accessory that would complete the look as the cherry on the cake. Then I came across an armadillo skin from a children’s construction set, and thus a combination of incompatible materials appeared in addition to the feathers of the bird of paradise. The hat was part of my first mini collection: it was special, there were no copies.

I cannot identify a specific character. We have a completely different audience: from fashion bloggers to office workers who want to add some zest to their daily look. Why should we be for someone in particular? No, let’s erase all borders. Jewelry, like puzzles, develops a person’s personality. If this or that puzzle embedded in the symbolism of a particular piece of jewelery gives an answer to a person, that is happiness to me, no matter who that person is. We don’t limit ourselves to a specific role; We are working to increase these roles.

I have been creative since my childhood. My family supported me and bought me embroidery kits. Then – school period, 1990s, aggressive teenagers, university… I first met the fashion world at the Ural Fashion Week, then I was stunned by this scale and the fact that I could find my continuation here.

The source of my inspiration was fashion events and the Liberty store, where Ural designers exhibited. I got a job there as a sales consultant and after a month I realized that I wanted to create my own collection. This is how my design journey began.

“Do not create idols for yourself,

To avoid spilling water in the mortar,

The soul must work

And day and night, day and night”

N. Zabolotsky

Aesthetics of non-standard beauty.

Unique handwriting unlike anyone else’s.

V**ue heart earrings. February 26, 2022, a friendly conversation, chaotic thoughts of what will happen next, and a pithy “I’m in ****!” By Alena Chandler. A quote on the topic of the day – featured on the earring of the same name. The decoration resonated with the hearts of many and became a real hit for the brand.

Material. It is not mine. It’s very easy for me. Jewelry is a more nuanced subject.

No such thing. I’m still researching. The successes, large and small, that the brand and the team achieve every day from season to season make me happy. I don’t stay in a state of euphoria about accomplishments for long because it is very relaxing and can distract you from your path.

Unanswered.

Be in constant contemplation. The important thing is to always keep your eyes open. Take in everything around you, from excursions to regular outings with friends. Design is the ability to capture a mood out of nothing and create something tangible from it.

I want to create a complete accessories brand: jewelry, bags, belts. Anything that details and completes images.

I see fashion in dualism. Fashion is a forgotten past reworked by modernity, but at the same time fashion is like a glimpse into the future through current technologies. For me, fashion is also an opportunity to leave my mark on history and so that future generations can be inspired by what we create.

For brand development.

It’s about Cate Blanchett and Marion Cotillard. I love them, they inspire me so much.

Penis ring. Inlaid.

They all have the right to exist, because every designer, no matter what, affects the development of the industry to one degree or another.

Total look made of bags and denim.

Yes.

Renata Litvinova.