The retail landscape in Russian is changing. Discretion wasn’t always fashionable among Russians, as you likely already know. Gaudy frocks and logoed luggage were must-have pieces in 1990s as the wealthy few sought to relive pre-1917 revolution excesses. According to Russian designer, Vika Gazinskaya: In the past, "a typical new Russian was a gangster-type man in a garish jacket accompanied by heavily made-up girls. Now tastes have changed.”
As their tastes change, sales of $10,000 Hermes bags and $5,000 Chanel dresses are accelerating in the former communist country, spurring brands such as Prada and Louis Vuitton to open more stores there. However, in addition to an increase in retail spaces, brands are cognizant of the shift to less conspicuous consumption. The result: “Stuff with big and bright logos would be the last thing I buy and wear. Today, it’s absolutely vulgar in fashion to scream," says international style icon and Russian magazine editor Miroslava Duma (pictured above). The meaning of high fashion for this group of Russians has shifted from flashy and expensive to understated and even more expensive.