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The brand is inspired by the designer's Soviet and Russian background and in it's latest collection focuses in particular on the '' Provincial Urbanites '' in their unique style. The metropolitan cities of Russia like Moscow and St. Petersburg were a call for newcomers to the vast provincial areas of the Soviet regions, and the urban population reflected this cultural and social context. The '' Provincial Urbanites '' have brought a unique and distinctive mix of style that can not be seen anywhere else. They wore practical country clothes, but mixed with any modern fashion item.