Jil Sander opens in Russia |
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| Tuesday, 23 October 2007 | |
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Jil Sander has opened its first store in Russia. The German minimalist brand has taken up a space at the luxurious department store GUM on Red Square.
The sprawling space, which covers almost 2,000 sq ft of minimalist luxury, carries all of the brand's men's and women's collections.
Though Russians are celebrated for their love of extravagant fashion, there is a growing desire among sophisticated Muscovites for more subdued, intellectual looks. Whereas minimalism was rejected by Russians in the nineties, today the country is hot on the heels of global trends and movements in fashion and the less-is-more belief. Russia, in particular Moscow, has been an El Dorado for many of Europe's leading luxury players, from Cartier and Boucheron to Prada and Hermès. Last May, Ralph Lauren opened twin stores in the city in partnership with Russia's Mercury distribution group. |
