Thursday, December 5, 2013


PIROSMANI Studio's SS14 collection was the highlight of AFWR, featuring an incredibly dramatic and theatrical show in a deserted venue, somewhere in the industrial outskirts of St. Petersburg. Arriving at the show, it felt like a gathering of some sort of a secret society, where only "the chosen ones" could participate. It was beautifully organised and directed.

Jenya Malygina's Pirosmani is without a doubt a statement brand in Russian fashion, impossible to ignore and hard not to remember. The latest "Pareidolia" collection resembles a beautiful dark romance with goth elements, draping and exquisite abstract prints combined with oversized tailored pieces. This was not just a fashion show, but it was a spectacle in which one's visual, auditive, tactile and olfactory senses were stimulated, as if we witnessed some kind of a hallucinatory phenomenon.

Pareidolia (/pærɨˈdliə/ parr-i-doh-lee-ə) is a psychological phenomenon involving a vague and random stimulus (often an image or sound) being perceived as significant, a form of apophenia. Common examples include seeing images of animals or faces in clouds, the man in the moon or the Moon rabbit, and hearing hidden messages on records when played in reverse. (

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