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“I strive to make Bona Fide known like Nike and adidas”: Anna Ivanova – on the ideal leggings and inspiration
Text: Katerina Bychkova
Design: Alexandra Babkina
Photo: Bona Fide Press Service
The eternal question: where to find stylish and comfortable sportswear that not only highlights your figure, but also fits into your everyday wardrobe? After the exit of sports giants from the Russian market, the task seems to have an asterisk, but BURO together with the sports and casual clothing brand Bona Fide come to the rescue. Since 2015, the brand has been helping girls feel irresistible during any strength, group and cardio training in the gym: in leggings with a unique design, a bright set or a laconic T-shirt.
In an interview, co-founder of the brand Anna Ivanova told how the search for modern sportswear has become a large-scale business, why it is important to patent its own technologies, as well as plans for 2024 and the expansion of the clothing line.
On brand development
How did the story of the Bona Fide brand begin?
In 2014, I went to the gym for the first time with the desire to get in shape (with a height of 160 cm, my weight reached 64 kg). Sports have become a part of my life, so I wanted to find a beautiful shape that would enhance my figure, and not the other way around. I ordered leggings abroad, for example at Labellamafia and Dynamite Brasil, but the products shortened my legs and made them look wider. I had no choice but to create my own (ideal) leggings that would focus attention on the obvious advantage – the buttocks. I turned to a seamstress, there were many fittings and adjustments, but everything turned out well!
There was no one else on the market with a design like this and, most importantly, the leggings really accentuated the buttocks. This is how our first push-up leggings came into being.
I shared a photo of the aisle with new leggings on social media and created a sensation. I immediately started receiving questions about where to buy them. It was decided to sew the first batch and start selling them. It cost 10,000 rubles. The next batch started at 20,000 rubles, then 40,000 rubles, and so on. For a long time I was the only employee: I took off clothes, answered messages, delivered packages to the post office and packed them. There were times when I slept only one hour a day.
Almost nine years after the founding of the Bona Fide brand, we opened our own production facilities and assembled a workforce of over 300 employees who lovingly create clothing for our beautiful girls.
How did the brand come about?
Spontaneously and by chance. My husband and I were looking for nice names on the Internet. The phrase Bona Fide is Latin for “in good faith” and is used in English to mean “bona fide”, “genuine” or “genuine”. We liked the sound and the meaning and decided to use it as a brand.
What difficulties did you face at the beginning of your journey and today?
It may sound confident, but from the first day of the company’s foundation, the main difficulty was the lack of goods. The demand for products significantly exceeds the supply. Despite the fact that we increase production volumes every month, demand continues to grow even faster. This is perhaps our main problem today.
What are you responsible for in the company as a co-founder?
In short, for everything. But my husband and I decided to share responsibilities from the very beginning of the company. He, as a mathematically minded person, is responsible for logistics and business processes. And I, who have a more creative approach to work, participate in the life of the content department, marketing and developing product design. Each of them has a manager who monitors all processes. I can only edit and approve projects occasionally, as editor-in-chief.
About production and own technologies.
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WHERE IS THE BRAND’S PRODUCTION LOCATED AND HOW MANY PEOPLE WORK IN THE COMPANY?
Bona Fide’s own workshops are located in Russia and Kazakhstan. There are three production facilities in St. Petersburg; we plan to open a workshop in each district of the city for the convenience of seamstresses. We have two more production facilities in the city of Shymkent. It is difficult to say the exact number of employees, but now we employ more than 300 people. In addition, we produce clothes in factories subcontracted by third parties under strict quality control.
Bona Fide has a patent for a certain model of leggings: what is it and what makes it unique?
We have not one, but a whole series of patents. We produce unique products in terms of manufacturing capability and design, so it is important for the company to secure this legally. Bona Fide specializes in creating intricately cut pieces that fit perfectly and accentuate your curves.
Every innovation developed by the Bona Fide team must receive patent confirmation. Of course, our most famous novelty is the leggings model with a panty-like yoke. The yoke is a special elastic material that is placed on the leggings from the buttocks to the waist. It expands over the entire compression area. This stretching exerts gentle pressure on the gluteal muscles, causing them to lift.
WHAT ARE BONA FIDE’S BEST-SELLING ITEMS?
We create products from different materials (combinations) and different colors. Undoubtedly, the main motif of the collections (and the favorite of buyers) remains black – the most universal and in demand in all countries, including Russia. If we talk about models, these are Extra Sex, Mummy, Correct Leggings and DeJaVu leggings, which have already become classics and a hallmark of the brand. Among the overalls, a popular model is Arcana Syndicate in a variety of variations.
About Bona Fide Collections
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THE BRAND’S CLOTHES ARE MOSTLY SPORTS. ARE YOU PLANNING TO EXPAND THE SEGMENT?
We are currently working on a casual line. Products such as jeans are gradually coming on sale. Sneakers and outerwear will be introduced soon. We plan to expand the brand’s casual line and maintain a proportion of 80% casual and street style products, and 20% sportswear. We are actively working to enter new markets, including Europe, China and Japan. We are already represented in the USA and the UAE, and in the next three years we plan to significantly strengthen our position there. We are also expanding our assortment: shoes, outerwear, accessories (bags), denim.
On inspiration and muses.
I often see girls wearing Bona Fide clothes, and every time it is like the first time. I feel an incredible sense of pride and joy. I am sure that our clothes bring them as much pleasure as they do me. This motivates us greatly to develop not only the company, but also ourselves. I want to read more, learn new things and grow.
Determined, bright and self-confident. She happily accepts compliments from men. The Bona Fide girl shines from within, stands out for her energy and pays no attention to others.
WHAT IS A BRAND GIRL LIKE?
On motivation and relaxation.
How do you force yourself to go to the gym when you have absolutely no mood or emotional resources?
Our clothes! I am sure that even for a figure that you consider imperfect, you can always choose the perfect Bona Fide outfit. This will make the girl 100% more self-confident and she will want to go to training with great pleasure and then get involved in the process. And also music and podcasts. I make playlists with my favorite songs or choose interesting podcasts that I listen to only during workouts. This makes going to the gym more attractive.
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HOW TO SLOW DOWN AND TAKE A BREAK FROM THE FRANTIC PACE OF LIFE?
The main secret of my recovery is daily observation of the company’s growth and the audience’s loyalty to the brand. This invigorates me incredibly, makes me happy and gives me strength and energy to move forward. And, of course, beauty treatments, healthy sleep and healthy, quality food (and sometimes sweets). I love them very much: sweets also energize and give strength, but the main thing is not to abuse them so as not to harm the figure and health.
I dream and fight for Bona Fide to be widely known throughout the world and to be no less popular than Nike and adidas.
I want celebrities to choose our products themselves. Since the foundation of the brand, I have dreamed of Kim Kardashian buying and wearing our clothes. My team and I are on the way to this; we are already leaders in our price segment on the world’s largest marketplace, Amazon. This year the brand entered the market of the United Arab Emirates. There we successfully sell branded products in local markets. Entry into the markets of Europe and China is planned for 2024. And now negotiations are underway on the appearance of the brand on Farfetch.
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