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Boyarovskaya which is also known as 'Brand with unpronounceable name', is a contemporary fashion brand founded in 2016 by Maria Boyarovskaya, former designer at John Galliano and Givenchy and fashion photographer Artem Kononenko. The brand is based in Paris and is known for its interplaying with minimalism and sensuality using strict lines and architectural influences.
For their Fall/Winter '23 presentation, Boyarovskay defies conventions and transforms the usual runway into a 90's pre-selfie videocam studio. Plugging the videocamera directly into a televisionscreen, where models are filming themselves and each other, turning it into an art installation. Making the visitors, us, feel like being part of an intimate insight but also like peeking into a private situation, which makes it intriguing and awkward at the same time.
The collection trancends trends and captivates seasonless designs while using sustainable practices. The garments are a mix of timeless, feminin and modern designs with parisian cool. Beautiful leather pieces combined with deconstructed tops and cocon-bodydresses, coming in black and mint. The knitwear pieces are designed with a-symmetrical buttons, some with crossed braided patterns, others with unexpected cut-outs. Boyarovskaya's statement piece, the trenchcoat is part of the collection as well, coming in different colors. One of our favourite looks was the mini little black dress with thick fringes stitched swirling around in bows.
Boyarovskaya made a statement with this retro selfie presentation as the designers were among the guests viewing the installation with the models as well. This experience was about the clothes and Maria Boyarovskaya succeeded in creating a versatile contemporary collection, combining aesthetics with ethics with her unique blend of minimalism and sensuality.
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