“Naked Party” star Boris Makhmurov became a model for Gloria Jeans, Befree and Gate31

In the summer of 2024, photos of Boris Makhmurov in closed, classic clothes from the new collections of Russian brands appeared on Telegram channels and in catalogues.

Gloria Jeans decorated its stores with photographs of Boris, and the 22-year-old model also starred in commercials for Russia’s largest manufacturer of youth and children’s clothing.

Makhmurov himself, answering subscribers’ questions on his Telegram channel, confirmed that he took part in the filming, including the one for Gate31, but that not all the material has been published yet.

Gloria Jeans, BeFree and Gate31 did not comment on the participation of a male model in advertising campaigns. A source at one of the companies told RB.RU that Makhmurov broke up with Ivleeva too quickly, without having had time to become recognizable in terms of her relationship with the blogger.

As personal and fashion stylist Lydia Levin explained to RB.RU, mass-produced clothing manufacturers mostly produce something basic, sometimes youthful, but not very bright, and in order to present clothes well, a bright model is needed.

“For example, to present a basic T-shirt well, they take a model with tattoos. The idea here is the same: take an unusual model and show ordinary things. Gloria Jeans is a brand that makes simple things for young people, Befree makes more unusual, but also quite simple things, Gate31 makes “basic-basic”: a modern cut, but everything is black, white and grey. To present all this well, you need a bright, unusual and juicy model,” the stylist said.

Hype played a big role in choosing a model, says Lydia Levin.

“Everyone who was at this party was initially very surprised, then they got excited, and now it is very interesting to use models who were excited about such a delicate subject,” said the expert.

As Rossiyskaya Gazeta reported with reference to Mash, after the “naked party” Boris Makhmurov, like its other participants, was to be investigated for involvement in alleged LGBT propaganda (the movement is recognized as extremist in the territory of the Russian Federation and is banned). If any facts were discovered, the young man would face arrest. The Prosecutor General’s Office did not comment on this information.

After the party, rumours spread on the Internet that Boris Makhmurov was dating Anastasia Ivleeva, who is 10 years older than him. Soon, information began to spread among the public that after the scandalous incident the couple broke up.

22-year-old Boris Makhmurov was born and raised in Moscow; his father, Grigory Makhmurov, starred in the popular Soviet film “St. Petersburg Police Detective.” According to Msk1.ru, the young man was already engaged in modeling before participating in the party and collaborated with agencies such as Open Up Model, Viral Talent and FlashModel.

*recognized as LGBT propaganda, the movement is banned in the Russian Federation.