Moscow's golden boy, Gosha Rubchinskiy, doesn't just do one of the most highly-desired streetwear labels on the planet, he also does a lot of photography. Gosha has lent his photo talents to Topman's Christmas 2016 ("Holiday" 2016 in the States) campaign, and it looks like the UK-based fast fashion retailer has taken some pretty big leaves out of his book when it comes to design and styling, too.

This campaign's grungy styling, rugged streetwear garments, disheveled urban settings, and a youthful cast of boyish models are Gosha 101, as is the low-key, humble approach to photography. It's hardly surprising that fast fashion retailers are taking notes from Rubchinskiy's aesthetic when he's had such an outrageously good few years, and when youths all over the globe are fawning over his clothing.

There's also a video for the shoot, complete with a, you guessed it, Gosha-esque industrial soundtrack.

No doubt Topman's Christmas 2016 collection go down a storm with young streetwear fans on a budget. For more affordable-yet-stylish clothing, check out Uniqlo's latest link-up with Carine Roitfield.