Anna Mamaeva

Creator: Anna Mamaeva

Brand DNA

Refinement, rhythm, architecture, geometricity, colour.

Concept

Anna Mamaeva brand is a couture model brand, which us created in the concept of slow fashion made from expensive quality materials. Classic cut, natural colour range and handmade workmanship allow the owners of these items to fit them into their wardrobe for a long time. The models are mainly created personally for the clients in the atelier format, small seasonal capsules are also made. In addition, Anna Mamaeva specialists work with natural fur, performing the most difficult and painstaking work by hand.

Brand History

Anna is a hereditary designer. She graduated from the Ural State Academy of Architecture, specialising in industrial design, and worked for some time as an interior designer, earning money to create her first collection of dresses. From the first models, the main mission was to emphasize the femininity and fragility of girls, which was immediately appreciated by the clients. Over the 12 years of its existence, the brand was repeatedly presented at major exhibitions and Fashion Weeks in Yekaterinburg, Moscow and Paris.

Blitz

Perfect time for creativity?

Evening. I am constantly in my own space, and I am constantly being tugged to pick up fabric or check the cut. And when everyone leaves, I am alone and can draw a collection in 4 hours. But you have to immerse yourself completely. I can spend a month preparing to start creating and then draw 20 images at once

Is it an experience or a way of thinking?

Yes, it's more of a built-up mindset

Music that inspires?

The collection I did for City Day was born to contemporary pianists. Lately, though, from December-January, I've been turning on Abba, and spring-summer will probably be all about 70s-80s grooves. And in general, I'm really into jazz. My mum listens to jazz, my dad listens to rock, and it's good music for thinking

A brand item that you wear without taking it off?

A black A-silhouette dress just below the knee-length. I periodically stitch something on it, then steam it off - it's a fabulous base. It's about 8 years old, and it's super current

Something you'd like to pass on to your grandchildren?

A fur stole. I've been wearing it myself for years. You throw it on over any outfit (jeans with a jacket, dress, trousers with a white shirt) and you instantly become a bohemian on the prowl. Awesome, cool, classy-looking nature. We sew them all the time, often ordered as a gift. The stoles are on natural chiffon, my mum hand-cuts the auction fox into 2mm strips. It's a hell of a job, couture. And we've been doing it for all the years of the brand's existence

What's your favourite thing about the process and what's the hardest part?

My favourite thing is trying on pilot samples. When everything is drawn, passports have been issued, and fabrics have been selected. I'm not interested in the finished thing anymore, but I love that moment

The character is the face of the brand?

Renata Litvinova could be the face of my brand if she wasn't the face of Balenciaga. I also like Matilda Shnurova - graceful and inside rod

With whom it would be interesting to make a collaboration?

With Anastasia Romantsova A La Russe, if we are talking about the fashion industry. Or with a Dutch architectural bureau

Which fragrance is most in tune with the brand?

Rum and tobacco

Shooting in the Urals?

I'm a fan of constructivism. So - in, near or on the Glavpochtamt

What's the hardest thing about creating a collection?

The collection is already inside, so the hardest thing is to sit down and render it. And then there's post-production - I find that very difficult

The brand in a nutshell?

Cut Architecture. I would do everything completely white with little black inclusions. It's in the white material that you can see the shape. That's what I want to get to

Advice to myself at the beginning of my journey?

To participate in international shows whenever possible. And also learn financial literacy and fashion entrepreneurship

What will change fashion in the near future?

Artificial intelligence, no matter how much we resist it

Podcast

U’FASHION х Анна Мамаева - почему очень выгодно идти в швеи, и какие ниши одежды стоит занимать брендам

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