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Ruben Arnaldo Gollin is defending opulence

Does fashion need to appeal to the masses?

On a trip to London as a teenager, Ruben Arnaldo Gollin discovered Dover Street Market. It was a pivotal moment, when he recognised fashion could be a medium for storytelling. For the Swiss-Italian designer self-expression and narrative in fashion is everything. He declares the industry is losing creativity trying to appeal to everyone. “In the 80s and 90s, it was less about the consumer. The fashion industry said: We have this for you.” Now it’s different. It says: “We will give you what you want.” With a distinct design style, he wants fashion to be created without considering the mass market. “If you have an idea in mind, you want to be able to create it fully. But if you have customers x, y and z, it’s not going to be the design you wanted, because you are changing it for them. People who appreciate high-quality clothing will buy fashion, even the crazy stuff if they have the money. If you look at the masses, they don’t want it.”

Needless to say, Ruben’s graduate collection, Girls with Guns, is a personal statement. Visual research is the designer’s starting point: gathering historical images, archetypes, and references across art, architecture and fashion. Despite the collection drawing upon different time periods, he creates a sharp and distinct style of work by reimagining and revising military uniforms from the Napoleonic period. “Historical military attire is hybridised, ridiculed and rendered contemporary through denim.” Ruben expresses contemporary ideas of gender through recontextualising silhouettes, such as elongating sleeves and broadening the shoulders of tops. “I’m proposing a new contemporary uniform where the wearer’s silhouette becomes indistinguishable and exaggerated,” he says.

When asked about his time studying, he admits “Lots of ups and downs.” Ruben encountered periods of self-doubt about his work during his Fashion Design bachelor’s degree at Basel Academy of Art and Design. But when he stopped thinking about what his peers thought of his work, he became more confident about his designs. Straight after his bachelor’s, he pursued a master’s in Paris at Fashion Design at IFM degree to push himself further creatively and technically. He found the tutors and class culture in his MA more welcoming. “I think it is the maturity of the class. There is competition, but it is different from my bachelor’s, it’s supportive competition.”

Girls with Guns was his first time working with womenswear and it allowed him to develop techniques with denim, a key material in his bachelor’s graduate collection. Denim is one of his favourite fabrics to work with because of its rigid nature. “The heavier the denim, the more I like it. It gives lots of room for interpretation in terms of treatments and manipulation.” The denim in the collection is purposely not altered too much, as Ruben wanted to keep it true to the historical military uniform. “I mainly wanted to play around with the details of the passementerie: washing, dyeing and lasering denim to create ribbons and bands as an embellishment, and drawing connections to these ceremonial uniforms.”

The title of the collection derives from seeing images of women holding guns. “The images were powerful but also misleading. There is lots of emotion, which I wanted to replicate.” Curation of mood is important, the garments and models have attitude. “It is very badass, but it is also bizarre.” Ruben’s key strength is his styling sensibility, which he thinks about from the outset. The designer sketches the silhouette envisioning texture and the overall styling of the piece, before delving into 3D development. Once the concept has been created, he thrives on embedding embellishments and decorative adornments into his works, inspired by the opulence and grandeur Baroque period. “I like clean shapes with embellishments.”

“Letting go of my graduation project was a challenge. I worked very intensely and when it stopped abruptly, I felt like I was in a hole. I had to get out of a depression and get used to not working on my own things anymore.” – Ruben Arnaldo Gollin

Does Ruben think that university can prepare students for the industry? Not fully, as he thinks most skills are learned on the job. The designer doesn’t see this as a bad thing, reflecting on how IFM  provided valuable opportunities to learn from industry leaders, undergoing a mentorship and creative guardian from Olivier Theyskens and working on a creative project with Dior and Maria Grazia Chiuri. The hardest part for Ruben was the transition from his graduation project to now interning at Y/ Project. “Letting go of my graduation project was a challenge. I worked very intensely and when it stopped abruptly, I felt like I was in a hole. I had to get out of a depression and get used to not working on my own things anymore.”

Despite this, the designer is optimistic about the future, realising adaptation is key to growth. Due to Y/Project being a small brand, his internship is giving him exposure to different areas of the business. He acknowledges he has more responsibilities than he would at a bigger brand. “There is pressure, but it is empowering.” This is Ruben’s first time working for a brand, rather than himself, teaching him to put the brand vision over his own.

“It always feels like a hustle and hassle to get your foot in the door, especially when you are studying. You need to know someone first, but even then you won’t be sure of the salary.” – Ruben Arnaldo Gollin

After his internship, Ruben is planning to stay in Paris and look for full time work. The biggest challenge is the lack of transparency in the industry. “It always feels like a hustle and hassle to get your foot in the door, especially when you are studying. You need to know someone first, but even then you won’t be sure of the salary.” The designer feels that the market is oversaturated, but could be open to creating his brand one day. “I’m not ready to think about making my own brand. Maybe it will come. Maybe it won’t. I’m keeping my options open.”