Borismama

Founder: Ulyana Donskikh

Brand DNA

Individuality, extravagance, luxury, unveiling each woman's unique code.

Concept

Borismama is a major project by Russian designer Ulyana Donskikh. The collection features two lines: the luxury BORISMAMA and the small batch production BRSM. The range includes everything: outerwear, jackets, knitwear, dresses, skirts, trousers, tops, blouses, shirts, t-shirts, jumpers, cardigans, turtlenecks, sweaters, sweatshirts, sets (suits), accessories, and even footwear and bags. The brand's hallmark is the ability to custom tailor, super-fashionable innovative design, Italian fabrics, and exclusivity. The project team includes 15 people: tailors and cutters, an SMM department, personal assistants. The brand is presented offline in Yekaterinburg, but shipping of products and remote tailoring is available from and to anywhere in the world.

Brand History

The Borismama brand appeared 13 years ago. At that time, Ulyana came up with the idea to sew a 'pirozhok' hat (or Brezhnev hat) and began looking for an atelier that could create such a product. Unable to find one, she had to engage in the process herself. The resulting 'pirozhoks' enjoyed wild popularity. The name was inspired by Ulyana's dog, Boris.

Blitz

Ideal Place for Creativity?

Any studio that smells of creativity. Where there is a casual chaos, a feeling of the act of creation, where the inner fire is ignited. Such places, where creators like designers, artists, musicians gather, are where I feel the energy to create

Musical Track Often Played When Feeling Creative?

I really love Thom Yorke, the former lead singer of Radiohead — I like his vocals, his work. It's a bit sad but helps me dive into some kind of inner pain. And I love to create beautiful things on such a note. Because my clothes are therapy. And, from my feelings, all my creative energy comes from the energy of the inner child — such pure, open energy. And most often, our inner child is a bit wounded. So through sad music, I awaken this part of myself and create on its energy

Item from the Brand You'd Wear Non-stop?

I adore the 'pirozhok' hat. If I lived in a cold climate year-round, I'd wear it constantly

Item to Pass Down to Grandchildren With the Words "Let This Remind You of Me"?

Definitely, I would think about creating an item that could easily be passed down through generations. Perhaps, I will make another accessory that will remind them of me as a couturier

Favorite/Least Favorite Part of the Fashion Process?

I love everything: trying on, imagining, searching for inspiration, ironing, selling, packaging... The only thing I don't enjoy is buying thread!

Historical or Literary Figure to Represent the Brand?

Of course, Captain Jack Sparrow, if he were a woman. Perhaps, it would be some kind of female chieftain. On the other hand, many female archetypes, images, and characters are sewn into the brand's chaotic DNA, smelling slightly of Emir Kusturica and gipsy life. I love Marilyn Monroe, but she represents only a fraction of the images. And there are so many more yet to be discovered

Scent Associated with the Brand?

I love slightly brutal fragrances; they balance my female expression. I use woody male notes, and I really love sandalwood. Also, I have a long-standing dream to create my own line of perfumes; I even negotiated with a French brand. Perhaps, when our bridges with Europe are rebuilt, I'll realize it. Create a 'week' series of mono-scents that can be mixed with each other

Ideal Location in the Urals for a Collection Shoot?

At bus stops

Most Difficult Part of Creating a Collection?

To get started! And also — to put off all clients for the next 4–5 months. Or to hire a new team of about 20 people

Advice You Would Give Yourself at the Beginning of Your Journey?

Honey, you're doing everything right! But remember, you'll have significantly less energy at 35 than at 22. So go full throttle. And also: always choose only yourself and only what you like

Describe the Brand in One Word?

It's not even a word, but a prefix "extra". Extraordinary, extra sexual, extra sensual… More than what one might expect

Dream Collaboration?

With Rihanna, of course. Or with Lady Gaga

What Will Change Fashion soon?

The phenomenon of fashion as such will change when the person himself changes. When people stop closing off, using appearance as a mask. Then clothing will become an element of sincere self-expression. And that will be wonderful. Currently, fashion lives to highlight status, to cover some holes in self-esteem