The designer explores the dualism of the phenomenon of globalization, which simultaneously leads to a loss of identity and a search for individuality in different cultures. The collection combines tradition with modern technology: a gray wool suit and a classical blue coat, a native ornament trench-coat made from a Balinese hand-crafted fabric, neon bombers and colourful striped nylon shirts.
Shumov talks about sources of inspiration for the new collection: “The leitmotif of this season for me can be expressed in just one word – local. We live in very interesting times, technology is often ahead of social foundations and norms; it is important not to lose yourself, to find and maintain your individuality has become a relevant problem not just for one person, but for entire nations”.
Artem Shumov is a menswear brand established in Russia. Artem is the winner of several international design contests and in the beginning of his career, he used to work for Tatyana Parfionova, Lilia Kisselenko and Vika Gazinskaya. In 2012 famous American designer, Thom Browne inspired Artem to create his own label after seeing Shumov’s drafts for the men’s line. In the past 7 years Artem Shumov has become one of the most popular menswear designers in Russia doing 3 seasons at Aurora Fashion Week Russia and then 4 seasons at Mercedez-Benz Fashion Week Russia. Capsule collections were also featured at Tranoi Showroom in Paris and at International Fashion Showcase in London. In the past, Artem Shumov collaborated with well-respected Mariinsky Theatre and Russian football club Zenit. Nowadays Artem Shumov lives in Shanghai and teaches at Istituto Marangoni. The brand is currently presented in Moscow (GUM, Section), St. Petersburg (JNBY) and Shanghai (Takless).
Artem Shumov @artemshumov
Photographer Mario Grey @mariogrey
Assistant: Arina Zavarzina @ariana_lavita
Models: Artem Volkov @artem.vo1kov, Denison @ddenison, Natalie Chekati @nataliechekati, Edward Fong @ededdiedwardfong, Andrey Yarden @andreyyarden, Matteo Ferrabosch @pandamatt
