irina gusakova – ss20 campaign

irina gusakova

For its Spring/Summer ’20 collection Amsterdam based fashion label Irina Gusakova collaborated with photographer Sebastian Boon aka Segraphy to produce all graphics used throughout the garment range, as well as the seasons campaign visuals.

The SS20 collection is inspired by two characters from the book “Coin Locker Babies” by Ryu Murakami whose duality is interpreted through the two elements: Earth and Water. The feminine nature of character Hashi is juxtaposed by the more masculine nature of character Kiku.

visual storytelling

The colour palette of the collection is divided into two main themes. All the blue, navy and turquoise colours comprise the Water element which is associated with fluidity and sensitivity that are reflected in the use of more fluid and softer fabrics. All the greens, khaki and beige colours comprise the Earth element which represents groundless and order and is echoed in the use of more sturdy fabrics.


Featuring the imagined characters of the book in the their respective setting, either in the water or on the sand beach. The text featured on some of the prints are the lines picked from the book that evoke the specific feeling associated with each character.

Along with the functional, workwear inspired garments, SS20 collection introduces soft tailoring pieces. Relaxed style blazers in soft, unstructured fabrics and loose silhouette add an element of versatility to the collection, allowing the suits to be worn from informal settings to more formal work dress code.

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