In a strategic move to resurrect Yeezy, Kanye West, now known as Ye, has appointed Russian designer Gosha Rubchinskiy as the brand’s new creative director. This decision follows Adidas terminating its collaboration with Yeezy amid a media uproar over controversial statements made by West.
In a December 13 announcement on X (formerly Twitter), West heralded Rubchinskiy’s arrival, describing him as a legendary Russian designer renowned for his influence on menswear, inspired by skateboarding, Russian youth culture, and Western trends. Aged 39, Rubchinskiy has left an indelible mark with his eponymous label launched in 2008 and collaborations with iconic brands like Burberry and Adidas.
Despite past controversy, including charges of sexual harassment of minors in 2018, Rubchinskiy is making a noteworthy comeback. He recently revealed plans to relaunch his label, signaling a departure from the Comme des Garçons and Rassvet family. The move underscores the label’s newfound independence and creative direction under Rubchinskiy’s leadership.
As Rubchinskiy, on the verge of turning 40, aims to reclaim the spotlight, reports indicate he has secured fresh financial backing for the label’s revival. The Gosha, PACCBET (Rassvet), and GR Uniforma labels, once part of the Comme des Garçons group, are now operating autonomously outside the reins of Comme des Garçons, owned by Rei Kawakubo and Adrian Joffe.
