Russia's GUM Store Introduces SECTION Pop-Up With New Lookbook

A Fall/Winter 2017 campaign featuring local workers.

2,535 Hypes 0 Comments

GUM is one of Russia’s oldest department stores — it was founded back in 1884 and still strives to this day. In keeping up with the way consumer’s buy fashion, GUM has debuted SECTION, a pop-up store located inside its Red Square location. SECTION is dedicated to the post-soviet fashions and designers of today. Namely, brands such as Gosha Rubchinskiy, ZDDZ, Outlaw, Fusion and a few more are housed there to give the locale the perfect juxtaposition of old and new brands within its walls.

In a new lookbook to highlight its Fall/Winter 2017 stock, GUM enlisted Russia’s everyday workers to convey the comparison between “Soviet legacy and the ever-moving vibe of Russia’s young blood.” The models are Alexander, a baker and Olga and Zarina who work at the children’s department. They are wearing brands such as ZZDZ, Artem Shumov and other fresh Russian labels. Check out the entire lookbook above.

Red Square, 3, Moskva, Russia, 109012
+7 495 788-43-43

Image Credit
Olesya Asanova