ASOS SS15 Menswear Lookbook Shot By Gosha Rubchinskiy

He has a complicated name, but force yourself to learn it: Gosha Rubchinskiy.

He's the new talent of men's fashion. His Parisian fashion show was a success, bloggers and fashion insiders adore him. 

They love his aesthetic, that mixture of painful adolescent rebellion, skaters and 90s.

The last fan of the young Russian designer is ASOS.

The English store chose him as the author of the male lookbook for next summer collection. Rubchinskiy, helped by stylist Max Pearmain, is in charge of every aspect of creation. Has chosen location, models and made photographs.

The result is a series of pictures taken in a skate park in London, which blend grunge and contemporary mood, spirit and teenage streetwear, t-shirts tie-dye and bomber, graffiti and precise geometry, elegant and informal.