In a remarkable debut at Berlin Fashion Week, designer Ruben Jai has unveiled his highly anticipated SS26 collection, “Ghetto Express,” under the innovative platform sample030. The new collection achieves what few can: a striking transition from the electrifying underground pulse of 90s street culture to the realm of elevated fashion, deftly merging raw energy with masterful craftsmanship.
@berlinfashionwe
@fashioncouncilgermany
Words by Marcel Schlutt and Nico Sutor
All photos by @marianenderlein_
“Ghetto Express” is more than a collection; it’s a vibrant storytelling experience that encapsulates the ethos of transformation. Through his designs, Jai channels the audacious spirit of 90s hip-hop, the grit of concrete streets, and the profound narratives of urban struggle, translating them into high-concept fashion that resonates powerfully in today’s landscape.
Expect silhouettes that demand attention, layered textures that invite touch, and an unapologetically raw visual aesthetic that not only challenges the status quo but also pays homage to the origins from which it springs. Each piece pulsates with life and defiance, crafting a dialogue between past and future.
Capturing the backstage essence of this momentous show is the work of photographer Marian Enderlein, whose lens reveals the unfiltered energy and artistic passion that underpin this extraordinary collection. Ruben Jai’s “Ghetto Express” is not just a reflection of fashion; it is a bold statement, a cultural manifesto that captures the heart of urban artistry.
Prepare to witness fashion that honours its roots while striding boldly into the future.
