AFANASKINA

Founder: Tatyana Afanaskina

Brand DNA

Feminine and minimalist silhouettes, high-quality fabrics, balanced tailoring, and a noble colour palette.

Concept

Blending a love for fashion with current silhouettes, relaxation, and elegance, AFANASKINA's collections reimagine the classic women’s wardrobe. Each model is released in limited quantities and is exclusively produced in Russia.

Brand History

In 2016, Tatyana left her monotonous job during maternity leave with no intention of returning. A month after her daughter was born, she bought fabrics and sewed a few dresses and sundresses during the nights. She and a friend photographed the pieces, posted them on a crafts website, and soon received their first sales. This led to finding a store to sell the collection, hiring the first seamstress, and filing initial documents. Gradually but confidently, the AFANASKINA brand developed and grew. Today, it has a complete production and sales cycle, and the collections are featured in multi-brand stores in Yekaterinburg such as Fashion Room, Galleria, the Bolshoy department store, as well as on Lamoda.

Blitz

Best time of day for creativity?

Like most creative individuals, I feel that spark of inspiration at night, where the best ideas for new designs come to life. However, the morning and daytime are perfect for bringing those ideas to fruition

Ideal place for creativity?

Our brand’s office. It offers complete focus and peace, which are essential for bringing ideas to life. I’d also highlight fabric production sites and fabric stores. These places bridge the gap between a sketch on paper and a tangible idea, allowing you to touch the future pieces

An item from the brand that you’d never want to take off?

Probably 90% of my wardrobe consists of items from my own brand. I absolutely adore each piece, and I personally test all collections before release. If I had to choose just one item, it would be our oversized single-breasted blazer

What would you pass down to your grandchildren with the words: "Let this remind you of me"?

Our single-breasted blazer

Which part of the fashion process do you like and dislike the most?

My favourite part of the entire fashion process is fitting the sample of a completed piece. That’s when you truly feel the effort that went into turning an idea into reality. My least favourite part is delays in production and searching for components for items (which can sometimes be challenging to find)

Which historical or literary character would you make the face of your brand?

If Natasha Rostova, the heroine of L. N. Tolstoy’s War and Peace, existed in real life, she would undoubtedly become the face of our brand. She embodies the ideal feminine nature — a charming, sensitive girl full of inner beauty

Where in the Urals would you hold a dream photoshoot for a collection?

Lake Bolshiye Allaki. It exudes the strength and beauty of our region

What is the hardest part of creating a new collection?

Finding inspiration. Sometimes, amidst the routine, it’s difficult to summon the energy and creativity needed to develop new collections

What advice would you give yourself at the start of your journey?

Listen to yourself and do what you love

How would you describe your brand in one word?

Rather than a single word, I’d describe our brand with the phrase "slow fashion." Our collections are created with a deep appreciation for slow fashion, ensuring every piece has a long life in its owner’s wardrobe, lasting for more than just one season. We aim for women to feel happy, inspired, and harmonious, bringing them closer to themselves