The third and latest instalment of Gosha Rubchinskiy’s GR-Uniforma 3 project, was unveiled Thursday in conjunction with the opening of Modes, Milan’s brand-new omnichannel retail store.

The store, which boasts interesting collaborations with London’s NTS Radio and the team behind Reading Room, a magazine shop celebrated by the independent Milanese print scene, served as the perfect backdrop for Rubchinskiy’s latest project.

Originally launched in March at London’s Dover Street Market just after Rubchinskiy decided to discontinue seasonal collections from his eponymous label, Rubchinskiy’s GR-Uniforma is a project that merges multiple creative practices — photography, art, video and music.

“Uniform, about community, architecture order, about people from your world,” are some of the facets of this new collection, stated the website’ site.  From utility suits and simple t-shirts, to outerwear silhouettes inspired by a Soviet sensibility, the idea of a uniform is elevated to collective artistic representation. An accompanying live performance from GRUPPA, Rubchinskiy’s band, who also recently released an album and will start their tour in Milan, was a main highlight at the store opening.

“We all know that Gosha is an extremely talented designer, yet I believe this new venture is much more mature than his past collections because the fit is considerably more modern and contemporary and the price point falls under the perfect hood,” said Alessio Cuozzo, senior menswear buyer of Modes.

Rubchinskiy’s GR-Uniforma 3 project is just the first of many launches which will be hosted at Modes in Milan. According to the founder and owner of Modes, Aldo Carpinteri, many other projects of international relevance, ranging from fashion to cultural projects curated by Self-Publish Be Happy’s founder Bruno Ceschel will also be hosted at the new location.