Uschanka Collectionwinter campaign

Uschanka Collection – a limited edition of luxury clothing made with real pieces of scarves as seen in Komi tradition. By Fashion designer Piret Puppart.

Art Direction
Winter 2012
website, campaign
Uschanka’s designer PIRET PUPPART went on a journey to the KOMI PEOPLE, a small ethnic group living at the very heart of Russia. She stayed in an ancient village of REINDEER HUNTERS where women wore beautiful SCARVES, often inherited from their mothers and grandmothers. It was a place where fashion statement was not made by the newness of things, but by the BEAUTY SHARED BY MANY GENERATIONS. It was then that she decided to create the first USCHANKA line – a limited edition of luxury clothing made with real pieces of scarves as seen in KOMI TRADITION.