The organisers of Pitti Uomo, Florence’s biannual menswear trade show held between London Collections: Men and Milan men’s fashion week, have announced that Russian designer Gosha Rubchinskiy will be this season’s guest designer. 

“I wanted to do something unexpected,” said Rubchinskiy, speaking to The Business of Fashion about his plans for the show. “A Russian designer showing streetwear at Pitti – that’s definitely something people don’t expect to see.”

Since launching his label in the late 00s, Rubchinskiy has garnered attention (and a huge cult following) for his unique brand of streetwear inspired by the lives of youth in Russia.

Previous special guests at Pitti include fellow menswear provocateurs Hood By Air, Moschino and, most recently, Juun.J, who presented an androgynous offering at January’s showcase.

In conjunction with June’s show, Rubchinskiy – who is also a photographer and filmmaker – will be launching a new book and video. “It’s going to be about Italian history and bringing Russia to Italy, the story of how he loves the buildings and filmmakers of Italy and how he wants this to meet this thing from Russia,” says Adrian Joffe of Comme des Garçons, which manages Rubchinskiy’s production, sales and marketing.

This announcement comes in the wake of the launch of the designer’s SS16 collection at Dover Street Market’s new home on Haymarket last week – his wares are on sale in the Basement, displayed in front of a photographic backdrop of Moscow tower blocks.