Decided to Go “Like a Boss”

The brand RUSHEV created a capsule collection in collaboration with the TV channel “FRIDAY!”, drawing inspiration from the latest season of the reality show “New Girls.” Since the first challenges took place on an island in Thailand, key themes in the jewellery include cracks in solidified lava, tree bark textures, and the rugged island terrain. The collection also features a crown motif, the project’s logo, as a central element.

Georgy Rushev, founder and designer of RUSHEV: “Many on the RUSHEV team are fans of the show ‘Tomboys’. So when we were approached for a collaboration, we didn’t hesitate to say ‘yes’. I’m pleased with the outcome: we created versatile pieces that fit seamlessly into any look and fully capture the rebellious spirit of the show.”

The jewellery looks particularly striking thanks to celebrity stylist Oleg Gorchanyn, who directed the promo campaign. Known for creating bold looks for Ida Galich, Klava Koka, Ksenia Dukalis, and Karina Nigai, Oleg shared, “For the shoot, I imagined how modern-day amazons might look in a metropolis, blending urban style with the wildness of the jungle. I also wanted to highlight the inner strength of the girls — one of the most important qualities they reveal on the show.”

The new RUSHEV drop includes rings, necklaces, earcuffs, single earrings, and hoops. The collection is now available for purchase on the brand’s website.