Aurora Fashion Week - PIROSMANI STUDIO SS14 "PAREIDOLIA"

PIROSMANI Studio's SS14 collection was the highlight of AFWR, featuring an incredibly dramatic and theatrical show in a deserted venue, somewhere in the industrial outskirts of St. Petersburg. Arriving at the show, it felt like a gathering of some sort of a secret society, where only "the chosen ones" could participate. It was beautifully organised and directed.

Jenya Malygina's Pirosmani is without a doubt a statement brand in Russian fashion, impossible to ignore and hard not to remember. The latest "Pareidolia" collection resembles a beautiful dark romance with goth elements, draping and exquisite abstract prints combined with oversized tailored pieces. This was not just a fashion show, but it was a spectacle in which one's visual, auditive, tactile and olfactory senses were stimulated, as if we witnessed some kind of a hallucinatory phenomenon.

Pareidolia (/pærɨˈdoʊliə/ parr-i-doh-lee-ə) is a psychological phenomenon involving a vague and random stimulus (often an image or sound) being perceived as significant, a form of apophenia. Common examples include seeing images of animals or faces in clouds, the man in the moon or the Moon rabbit, and hearing hidden messages on records when played in reverse. (wikipedia.com)

Aurora Fashion Week - ZA-ZA's Mechanical Dolls

ZA-ZA SS14 presentation during AFWR was filled with great atmosphere and live music as the models switched from stand-still to abrupt, mechanical doll like movements to highlight every angle of the designer's architectural garments. 

The collection was designed as a statement against fashion trends and the season's requirements, leaving the ZA-ZA woman empowered to make her own style decisions, based on her likings and preferences. It is a collection that puts wearability into question, but also points out one's creative and estetique background, emphasising the individuality of the person wearing the garments.

As the designer's herself, Alexandra Koryakina describes the collection: "Creativity, geometry, square dresses and skirts - these are the definitions of the spring/summer collection of ZA-ZA brand. A lot of ideas in trim, an unexpected look at different things from a different perspective , freshness and brightness."

Bringing out a slightly rebellious side of the ZA-ZA woman, the presentation also shows a beautiful, feminine, romantic and innocent side with the combination of materials and the pastel colour palette used.

Aurora Fashion Week - Artem Shumov's Morning Glory SS14 collection

Leaving little to the imagination of his guests, Artem Shumov showed us that his latest collection is versatile, unpredictable, comfortable and easily strippable. However, just as easy to be put back on when in need, wrinkle-free. 

The designer's SS14 menswear collection was presented during this season's AFWR in St. Petersburg and it was the best eye-candy for all the girls there. Not only did we get to see good clothes up front, but we got a little bit more than we asked for: some hot naked bods and Artem's models showing us there is no shame to pull off your pants in public.

If one can refrain from looking at the models' abs , then there is a beautiful collection to be discovered. I  mostly enjoyed the fabrics and materials with very discrete shiny, satin effects. The tailored shirts and jackets were exquisite and the leather accessories complemented the looks perfectly.

I am still trying to figure out the reason behind the models' undressing in front of the crowd and the only thing I can come up with, is the practicality and simplicity that Artem Shumov wanted to communicate through his collection. I believe this is a collection to stand out to every man's desire : easy, comfortable, with a laid-back feel but incredibly elegant and just a joy to take off! Beautiful design combined with an accessible functionality.

"Models undressing because this collection was about Morning when a person is wearing something...The most comfortable and private time for people" - Artem Shumov