Cult King of Everything, Gosha Rubchinskiy, has shot ASOS’ SS15 Menswear lookbook. The master of all trades paints a vivid picture of youth culture for the brand.

There’s a fever around Gosha. Well, more of a hysteria – sweating isn’t chic. Symptoms include: a complete sell-out of his self-made zine of photography Crimea/Kids, an invitation to his Paris SS15 show becoming the covetable ticket at fashion week and just pure adoration from the industry. The master of all trades (he’s a designer, photographer and filmmaker) paints a vivid picture of youth culture for ASOS in their latest lookbook.

A common theme in his work, smoking/skating/raving kids, influenced by Gosha’s experience in 1990s Moscow, encapsulates the excitement of teenage rebellion. ASOS’ lookbook is no different. Shot by London’s South Bank, by the river and skate park, achingly cool boys show off the best of ASOS’ SS15 Menswear collection. A collision of the smart and casual in an everyday setting, crisp shirts alongside sportswear and heavy outerwear, all enhanced by the glow of urban sunshine and accessories reminiscent of the 90s. We’re clearly still not ready to let the era of ‘Cool Britannia’ go, with round orange sunglasses and bucket hats galore coming from ASOS this season.

Words: Lily Walker