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How Russian Brands Of Clothing, Lingerie And Jewelry Work With A Social Agenda
How Russian Brands Of Clothing, Lingerie And Jewelry Work With A Social Agenda

Video: How Russian Brands Of Clothing, Lingerie And Jewelry Work With A Social Agenda

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Video: Clothing Brands You SHOULDN'T WEAR In Russia! 2023, January
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The new ethics dictates its own rules: now any designer must take into account the social agenda in one way or another. Public activity has already become one of the main criteria for evaluating a particular brand - sometimes it is even more important than the final product itself. These days, it is simply impossible to stay in the cage without a correct and positive message. Therefore, in the West, almost all brands try to participate in social initiatives. Someone supports feminism (for example, Christian Dior), someone refuses natural fur (Prada, Versace and Gucci are only a small part), and there is nothing to say about the Black Lives Matter movement. And how are things with us? How do Russian designers work with the social agenda? We have collected 5 brands of clothing, underwear and jewelry that keep up with their Western counterparts in this matter.

Atelier odor

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Designer Nikita Kalmykov's brand was born after he found a supply of grandmother's curtains and tablecloths with lace at home. He decided to use them in his debut collection, which he showed at the Tbilisi Fashion Week. This came to his mind after working in Berlin, where vintage shops have long been a culture of their own, and the mix of old and new materials in clothing is no surprise. So he came to the first important component of the aesthetics and ideology of Atelier Odor - upcycling. Since then, vintage lace has become a business card for Nikita - he uses it in each of his collections. He is also one of the few designers in Russia who successfully works with agency. While in the west, designers like Alessandro Michele (Gucci) and Stefano Pilati (Random Identitites) were actively developing the idea of ​​fashion beyond gender bias,Russian colleagues took only the first timid steps in this direction. Nikita, on the other hand, decided to get ahead of everyone and was one of the first in our country to start doing things that were not tied to gender. In his lookbooks, both men and women are removed in the same clothes - and it does not matter whether it is a dress or a strict jacket.

Petra

The Russian brand Petra makes sexy lingerie - and it could become one of a number of those who make money on the objectification of the female body and make a product aimed at men rather than women themselves. But its owner Veronica Khan had completely different plans. As part of her brand, she expands the concept of who and why should wear revealing bras and mesh bodysuits. In one of the shootings for the brand's Instagram in Petra lingerie, Lumpen agency model Nadezhda Lertulo (you may have seen her also in our shoot with Gucci) and a young man named Nikita are posing. The purpose of the photo session was to show that conventional notions of beauty have long been outdated, and not only girls with the appearance of Victoria's Secret “angels” have the right to wear revealing lingerie.

Avgvst

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The jewelry brand, originally from Yekaterinburg, has been successfully working with the theme of feminism for several years. True, without loud slogans and calls to action. Avgvst founder Natalia Bryantseva does this much more delicately. For example, dedicating two collections to the only woman-jeweler of the Carl Fabergé company, Alma Pil (their design was invented in collaboration with Alena Doletskaya). Or making the watch Avgvst x "Raketa" in honor of Sophia Kovalevskaya, the first woman professor of mathematics in history. Avgvst also paid attention to the problem of homophobia: LGBT couples were filmed in their projects several times, who openly talked about their feelings and what they have to experience every day.

Vatnique

"Sustainable. Genderless. Ironic”- says the slogan on the website and social networks of the Vatnique brand. It is these principles that underlie their ideology. The ironic name of the brand from St. Petersburg is actually telling: they produce jackets inspired by Soviet quilted jackets. But most importantly: they are made according to all the principles of sustainable development. According to the creators of the brand, only stock materials are used in its products, and all production wastes are minimized. And they also prefer not to resort to gender clichés: everyone can wear quilted jackets, regardless of the chosen identity.

Atumatu

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@ atumatu.lab

Atumatu is a Russian brand of lingerie, swimwear and homewear, which, perhaps, works best with the theme of diversity - the variety of types represented. In their ads, they shoot girls of all sizes, skin colors and ages, whom the brand considers to be their muses. Each of them is a woman with her own background and history, which can be found on the brand's website. And the Atumatu team wants to teach every woman to love herself and her body. And these are not just empty words: their size range reaches 3XL, which is almost unprecedented by the standards of lingerie brands, especially Russian ones. So, almost any girl can now find her perfect swimsuit (this is how the brand's team speaks about its product), regardless of the girth of her waist and hips.

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