where he drew parallels between George Orwell's fictional totalitarian surveillance society and that of his homeland today. For his SS17 show staged at Pitti Uomo, Gosha Rubchinskiy presented a collection in three parts – a runway show, a film, and a series of photos, both entitled The Day of My Death, exhibited at the fair and later published as a book by IDEA. Florence's Manifattura Tabacchi provided the backdrop for them all; an abandoned factory built in the 1930s by the State's Fascist regime, which bears a striking resemblance to Soviet architecture. In this show Rubchinskiy also partnered with the Italian sportswear brand Fila, with FILA x Gosha Rubchinskiy showing sweatshirts featuring the brand and custom sneakers with Cyrillic script. In 2016, the creative multi-hyphenate released a fragrance, along with a new photography book to accompany it - titled Perfume Book – which featured one of Rubchinskiy's shaven-headed muses shot in Spain. The same year Gosha launched new label PACCBET, together with Tolia Titaev, a professional skater and muse to the designer. The name, which has already appeared as a slogan in some of Rubchinskiy's designs, is also a symbol of the new emerging generation of Russian skaters. Following the announcement of Gosha Rubchisnkiy's long-term collaboration with Adidas Football leading up to the 2018 World Cup, the designer chose the city of Kaliningrad for his first show in Russia since 2009. The football-inspired A/W 17 collection was presented at the Regional Center of Youth Culture, which currently occupies the building of the Königsberg Stock Exchange. His open casting call was answered by young men from all over the country. A documentary Apart, presented by a Moscow-based publishing and online platform INRUSSIA, stars three young men who travelled from across Russia to take a part in the show in the country's westernmost exclave. Directed by Papaya Dog, the film is a poetic and beautiful testament to the lives of Gosha's post-Soviet youth, told without hyperbole or drama. Kaliningrad guidebook and travel zine, featuring enigmatic, black-and-white photography by Kirill Gluschenko, shines light on the unique historical convergence of German and Soviet architecture of the city and aims to guide visitors through Kaliningrad in a friendly fashion. The zine was presented at the show in January 2017 and launched Gosha's collaboration with INRUSSIA's publishing program. During the presentation of his 2018 S/S collection in St. Petersburg, Gosha Rubchinskiy revealed his collaboration with Burberry.