o5o (о5о [ogo] – translated from the Yakut to the word “child”) is a Moscow-based brand with Yakutia roots, founded by a designer graduate of the British Higher School of Design, Maria Savvina. The brand specializes in feminine apparel and accessories and represents the currently popular concept of slow fashion.
о5о is a story about the past and the future at the same time. The concept of the brand reflects a sense of nostalgia for something that never happened. Inspired by the heritage of Yakut culture, silhouettes and hand-made historical costumes, in each collection o5o explores modern socio-cultural problems – environmental pollution, the loss of cultural roots, the influence of social networks on the individual.
The brand debuted at Mercedes-Benz Fashion Week Russia in 2016.
saһarҕa [sahaga] – Yakut. the reflection of the rising (or setting) sun. In the new collection, o5o explores the impact of digital nomadism on cultural loss and recalls the problem of environmental pollution through the aesthetics of the north and retrofuturism.
Digital nomadism – increased mobility, assimilation and loss of ties with their historical culture. The term “man of the world” or “man without roots” appears, the one who assimilates where he lives. Traditional culture is being replaced by an imposed one. This problem is visualized through drawing a parallel between digital nomadism / nomadism and traditional nomadism.
The message of the new о5о collection is that the historical heritage is not the ossification of culture, but the opportunity to replenish and develop this culture further. Traditional arts and crafts are rethought and enriched with modern silhouettes, techniques, fabrics, which is a direct reflection of the postmodern worldview.
The collection contains elements of traditional Yakut clothing. The color palette is inspired by the northern winter sunrises of lilac-blue skies and the glow of the endless snowy horizon. Minimalist, light-colored silhouettes contrast with intricate leftover textures. The collection uses both new fabrics and vintage fabrics from scraps of tablecloths, carpets from flea markets, remnants of fabrics from past collections, visualizing how much waste even a small production produces and how it is possible to reconsider the approach to fashion. This is the first o5o collection to use upcycling. Thus, the brand calls for a revision of the culture of consumption and calls for a transition to rational consumption.
Long lacy cotton sleeves, ribbons tied to ankles, knitted tank tops and long, shimmering skirt-pants – all this formed an image of a Yakut woman of the 21st century. Some garments were oversized and inspired by traditional bedwear. Accessories featured embellished sparkly masks, traditional embroidered headscarves and lacey veils adorned with felt teardrops. The lace masks were the highlight of this soft and comfy collection in pastel pinks and blues – getting one of these faceguards should be the goal of every fashionista as soon as possible.
