Ch4rm is an emerging fashion brand at the helm of Nikita Chekrygin. It combines the gorgeous charm of the early days with the aesthetics of Eastern Europe, and it was picked directly from the Legally Blonde red carpet. Do American Y2K fashion and Russian village look like unnatural bed-and-match dreams? Chekrygin doesn't think so.

Chekrygin's brand operates in the city of Tula in western Russia, providing designers with some surprising style inspiration.

"Ch4rm demonstrated his understanding of the aesthetics of Russian beauty salons," Chekrygin told Highsnobiety. "The source of inspiration can not only [see] the brand's perception of elegance, but it can also be reflected in the details-colors, cuts and prints."

In the Spring/Summer 2022 collection, the designer transformed the appearance of his local salon into a powerful separation that seemed to be excavated from a time capsule in the mid-2000s.

Lianas are commonly used to decorate the exterior walls of Russian stores, with tattoo-like embroidery on denim corsets, low-rise pants, and velvet sportswear. The cute illustrations on the T-shirts and tank tops are inspired by advertisements promoting local beauty salons.

Chekrygin also paid tribute to the Russians' hobby of dressing "with or without reason".

"Many people wear high heels and make-up every day," he said.

Dresses printed with anatomical recommendations are reminiscent of body contours, and likewise, jeans with manicured fingers whispered Russian women’s pride in maintaining their best condition.

Because of the love of Gen Z for everything in Y2K, trend-setting brands such as Versace and Miu Miu have begun to return in luxury.

As popular as Ch4rm's low-rise jeans and belly button chain, Chekrygin's mention of this decade is organic.

"The perception of time here is different," he said of Russia's time saving, where American fashion such as low-rise pants has never been out of date.

As for Ch4rm's nostalgic butterfly top? "We didn't expect them to become a trend," Chekrygin admitted. But don’t you know? Everything old is new again.

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