Post-Soviet aesthetics have traveled from courtyards, markets, and clubs to the main fashion runways. The lecture will explore how Demna Gvasalia, Lotta Volkova, and Gosha Rubchinskiy transformed personal memory, Cyrillic, uniforms, and images of the periphery into a recognizable visual language that changed the perception of beauty and luxury. Fashion knows how to turn the everyday into a cultural code, and items from the recent past into material for a new language. The lecture will examine why the aesthetics of the post-Soviet space became sought after far beyond its borders and what role Demna Gvasalia, Lotta Volkova, and Gosha Rubchinskiy played in this. Their projects address familiar markers of the time in different ways: uniforms, streetwear, 1990s markets, Cyrillic, skate culture, punk, and club scenes. Particular attention will be given to Demna Gvasalia's approach. In his work with VETEMENTS and Balenciaga, the designer brought everyday silhouettes, urban types, and personal memories into the realm of high fashion. This perspective forced a reevaluation of familiar things and a reconsideration of the very criteria of luxury. Lotta Volkova's story will showcase a different route. The stylist combined post-Soviet visual motifs with punk and club culture, and later participated in rethinking femininity for Miu Miu. In Gosha Rubchinskiy's case, the focus will be on Moscow's outskirts, teenage environments, markets, and skateboarding. The poster for St. Petersburg is available on KUDAGO.