Walk of Shame is rather a young Russian brand created by Andrei Artemov back in 2011. Sarcasm-Led designs loved by every it-girl in Moscow have loads of mysteries behind them.  WOS (short for Walk of Shame) appeared out of nowhere and caused a boom straight after, a designer that had no experience before and was not from any well-known family had suddenly become the dictator of fashion in Russia.

 

"The context behind those [words] is what matters,

to those who understand the meaning – it’s a proud moment."

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“I used to study fashion design in university, but in Ufa, it was purely about the techniques, not creativity. No opportunities as well, who needs a young designer if your clothes are not under the label Versace?! “, says Mr. Artemov who just turned 37 a few weeks ago, “I got lucky my talent was noticed by L’Officiel’s editor-in-chief Evelina Chromchenko. She appointed me as her assistant at a magazine and helped me move to Moscow. God knows how many jealousy and knock-downs I was getting because of this."

 

Walk of Shame’s studio is located in the center of Moscow and is a simple one-floor office area with a team of 15. The creative mind behind the brand was working on illustrations in his small very light-colored room when I arrived.

I first got introduced to the brand a few years ago. It was hard not to notice girls wearing cropped tops with Kirilitsa spelled logo ' Волк оф шейм’ (pronounced as Walk of shame). It was way before the hype wave of European brands abusing those and yet Gosha Rubchisky has already done that, but those designs were different. The 50s and 60s inspired silhouettes that grandmothers used to wear at those times but with modern draping details would cause either a laugh or love and no in-between. Those are so recognizable and still remembered by all generations in Russia that re-working those shapes now could be considered as a form sarcasm. Yet, the fun side of the brand has been perceived as something good as people do need a good laugh living in such hard political situation.

 

"It is either laugh or love and no in-between"

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“When I came up with the name I knew the trajectory of the brand straight away. Fun and light-hearted. I want people to have a laugh at themselves and enjoy life”, disclosed Andrei. Walk of shame is a womenswear brand that looks like it’s been borrowed from men’s clothed. Oversized and fitted, bombers and shirts, faux and real fur. There is always a fur coat even in summer collections, a notable item for the brand.

 

“Right now clothes with Russian spelled words are quite popular thanks to Gosha and Vetements. I don’t think we are ashamed of it as many think. The context behind those is what matters, to those who understand the meaning – it’s a proud moment. Other customers are just looking for new names and brands, the world is at the edge and fashion is the reaction towards those news,” says Andrei Artemov. 

 

“I am not looking for investors or European approval right now. If those would come to me during the first two season that would make some sense but now my brand is evolving without any overseas help,” mentioned the designer, “Truth to be told, I don’t know anyone who is making money in the industry in here except from Vika Gazinskaya.”