Mishka or “МИШКА” in Cyrillic, is a Broolyn-based streetwear brand founded in 2003. The brand pulls references from all aspects of “alternative”-cultures. From slasher movies and pulp fiction, to hardcore punk and heavy metal, everything wild and wacky was Mishka’s inspiration.
Media: Photos, videos
As creative director for МИШКА’s 2015–2016 lookbooks,
I drew inspiration from two sources: 1) Mainstream fashion mega-brands like United Colors of Benetton and GAP and 2) МИШКА’s actual customer-base. The Holiday ‘15 lookbook and Spring ‘16 lookbook both show these extreme ends of my influences. Holiday ‘15 was a continuation of my obsession with the GAP’s Individuals of Style campaign. I wanted a clean and polished (for МИШКА) presentation. Spring ‘16 was a totally different affair.
МИШКА had just been acquired by another company, there was no budget for the Spring ‘16 lookook. My idea was simple: A small group of kids break into МИШКА’s warehouse/office, discover the Spring ‘16 collection, and throw an absolute rager with all their friends. Our lead-cast all had access to МИШКА’s Snapchat (I know, listen, it was 2016) and Twitter and documented the event in real time. Photos and video were captured and later became the actual lookbook covered by Vice, Hypebeast, High Snobiety, and others.