by Sash

Founder: Alexandra Nikulina

Brand DNA

Combination of styles, original details, natural fabrics, and quality control at every production stage

Concept

By Sash tells a story about balance: between individuality and practicality, trends and the Ural climate, entrepreneurship and humanity. The brand creates comfortable and stylish clothing for women who live in a dynamic world, choosing natural fabrics, earthy colors, and practical silhouettes. Their trend is self-care and uniqueness in simple things

Brand History

Alexandra Nikulina, a graduate of UrGAKHA in "Fashion Design" and RSUH in "Garment Construction," created a children's clothing brand and developed it for 10 years. She also managed production for three Russian mid-segment clothing brands. By Sash was founded in 2024, born from Alexandra's idea to create clothing that makes one feel confident. The business started in a small office in the depths of the Pionersky district of Yekaterinburg, and the first order flew to Los Angeles. Today, by Sash is available online and in the "Nashi" corner of Russian designers in Yekaterinburg

Blitz

Music track that often plays when you're in a creative mood?

Favorites include New Theory by Washed Out, Viol by Gesaffelstein, Sonia Rykiel Show 10 by Fashion Week

Item from the brand you'd want to wear continuously?

A striped shirt and a regular shirt. They combine versatility, style, and comfort. Suitable for any life situation, easy to pair with other items, and always look relevant

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

I would choose a sweater because it is not just a piece of clothing but a symbol of warmth, coziness, and care. This sweater would be designed by me, with each stitch and pattern carrying my story and memories

Favorite/Least favorite part of the fashion process?

The most difficult and tedious for me are the calculations. But I absolutely love putting together looks for photo shoots. This process allows for creative freedom, teamwork, and seeing ideas come to life in finished looks. It brings both satisfaction from the completed work and inspiration for the next stages

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

The Little Prince. He embodies innocence and purity, which perfectly aligns with the idea of creating women's clothing that highlights the natural beauty and individuality of each woman. His view of the world reminds us of the importance of maintaining inner purity and kindness, matching my vision of the female image

Which scent is most in tune with your brand?

Patchouli. This scent has a rich history and complexity. It combines earthy, woody, and slightly sweet notes that unfold gradually, creating a complex and unique bouquet. This perfectly correlates with my approach to clothing design, where every element and detail has its meaning and complements the overall image

Ideal location in the Urals for a collection shoot?

In nature reserves

Most challenging part of creating a new collection?

For me, it's incredibly difficult to select a smaller number of models for production than I initially designed. The work process generates many sketches and concepts that I want to bring to life. However, the reality of production requires strict selection. Unfortunately, sometimes I have to sacrifice excellent ideas for the overall harmony of the collection

One word to describe your brand?

Soul

If you could collaborate with any celebrity (or character), who would it be?

I would choose Kim Kardashian. She is known for her bright and unique style, which always attracts attention