Today Topman has revealed its new campaign, lensed by Russian photographer Gosha Rubchinskiy. The campaign, which showcases the brand’s Christmas collection, is shot in an industrial setting and features a diverse group of boys that includes one model who actually closed the designer’s most recent (SS17) show at Pitti Uomo.

However, this campaign also includes a short film directed by the Russian, which can be watched below. And it’s not the only film he’s helped create recently – to coincide with his show at Pitti, the polymath collaborated with Russian director Renata Litvinova on a 17-minute short titled The Day Of My Death.

The unveiling of these visuals, which are styled by Max Pearmain, comes two weeks after the launch of Rubchinskiy’s first perfume and an accompanying photo book, which brings together a series of photographs he took in Spain earlier this year.

“This summer I had a very nice weekend in Barcelona with my friend Louison,” he explained. “We were skating all day and traveled to a wild beach outside the city. I took some pictures there and decided to use them for the project. They perfectly suited my idea of the perfume so we decided to have a small book – Perfume Book.”