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Board of Honor. Superhero teams that are changing the fashion in Russia here and now

Date: January 27, 2023 Time: 12:56:58

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Not closing your business in 2022 is already a superhero. There were also those who, despite the circumstances, started from scratch or scaled grandly. We present the honor roll of the united teams of the Russian fashion community: we believe that people determine the success of a company no less than a brilliant business idea. In short, a prize for everyone! Even though it’s the end of the year…

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At the end of 2022, the TSUM team launched its own resale project, the Tsum Collect app, where you can buy and sell luxury items. Lots are handpicked by TSUM curators, everything is new or in excellent condition, authentication is also done by the team, and we trust their expertise wholeheartedly. In short, in everything from selection to delivery you can feel the level. In addition to the online platform, the special items are on display in a special space on the third floor of the department store: come and stay among the rare vintage Céline.

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The Yekaterinburg brand has reached a new level – now Ushatáva calls itself an experimental fashion house. Last year, Sanan Gasanov, a graduate of the Antwerp Academy of Fine Arts, joined the team, working at AF Vandevorst and launching AZ Factory by Alber Elbaz. He is now developing collections together with co-founder Nino Shamatava. The September show dedicated to Dacha Zukhbay, a friend of the brand, was impossible to watch without getting goosebumps. Like the new Old but gold collection, it’s a beautiful reminder of why we love fashion (answer: emotions and craft).

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E-commerce, which we really deserve! In the spring of 2022, Nuself launched, not just an online fashion store, but an entire lifestyle medium. The founder is Olga Paskina, who in the past was CEO of the National Media Group and headed the Profmedia holding company. She recruited the same mega-professionals into her team: the design is being developed by Lena Sidorova, the art director of closed Elle, Anastasia Fedorova from Cosmotheca was in charge of beauty buying, Yulia Gesyuk from TSUM was the fashion director at the principle. . A great experience can easily be read in the brand list with very nice unused brands: Rohe, Aeron, Lebrand, Dear Frances, Hereu. Special thanks for a really cool selection of local projects: Vatnique, Naked Shoulders, Homies, PêcheandBeige – some of the brands made special collections for Nuself.

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You can start at least with the fact that last year there were 20 people in the resale project team. By the end of 2022, there will be more than a hundred of them. Oskelly also launched the Beegz project with streetwear oddities, a concierge service, and wow! – opened a two-story store in Stoleshnikov. And we have not yet said about the team’s plans to enter the Dubai market in 2023 … Oskelly International it will be!

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This is the third resale project in our selection, which we are proud of. In February, the founding girls of The Cultt raised a $300,000 investment. Of the other highlights of 2022, The Cultt partnered with the Yandex market and also launched a new direction – now you can buy jewelry from them. The company’s team and turnover tripled; in total, The Cultt helped its sellers earn 131 million rubles. We also wanted to thank the team for the great live communication with the audience – what are granny shootings worth!

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In the spring, The Blueprint team’s project, The Blue Store showcase, became a great support platform for independent fashion and beauty brands that, after the events of February, faced many difficulties. Almost every day, the variety of the section was updated with local projects selected by the editors, and as a result, the list of brands included about 200 brands. Six months later, the independent online store Bluestore.ru and the Blue Store chamber space opened its doors in the most elegant Stoleshnikov courtyard. We can assure you for sure: this is the most fashionable selection of venues in one place.

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Today, the Russian mass market has about a hundred stores in Russia; for a second, even Zara didn’t have that many. This year nine new points of sale have been opened, in addition several stores have been rebuilt with expansion – Lime in Aviapark now occupies 1,500 square meters. The Russian project, founded by businessman Dmitry Khokhlov, can easily replace imports from the same defunct Zara. In the fall-winter 2022 season, the Lime range increased by 30%, the brand launched a line of underwear, and in the first quarter of 2023 a shoe collection will appear. And also filed an application for registration of the Lime Home trademark.

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Hansen Taylor
Hansen Taylor
Hansen Taylor is a full-time editor for ePrimefeed covering sports and movie news.
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