Exhale

Brand Founder: Natalia Maiorkina

Brand DNA

Relaxed silhouettes, comfortable fit, high-quality fabrics, and craftsmanship.

Concept

Exhale is a brand for active girls and women who value balance, comfort, and harmony in life. This philosophy is reflected in the moon cycle appliqué on the clothing, which has become the brand’s signature.

Brand History

Natalia, a qualified costume designer, has spent most of her life creating clothing. After the birth of her son, she spent two years developing the children’s brand STEPANKAFTAN while simultaneously designing kimonos and trousers for women practicing yoga and other activities. The clothing received significant praise, prompting her to pause the children’s brand and focus on Exhale. Today, the brand offers clothing and accessories made from natural fabrics in a palette inspired by nature.

Blitz

Best time of day for creativity?

The second part of the afternoon

Ideal place for creativity?

My sewing coworking space “BAKHROMA” — the perfect place to sketch ideas and immediately bring them to life using industrial equipment. It’s also a space to discuss concepts with like-minded women, seek advice, and dispel doubts

Music track most often played when feeling creative?

I usually play a background music mix for work. It helps me gather my thoughts and stay focused

A brand item you’d want to wear non-stop?

The “Moon” T-shirt — our bestseller. I incorporate it into my daily outfits, switching up colours and lengths

Which part of the fashion process is your least/most favourite?

When it comes to the creative process, I love it all. But as for running the brand as a business, the hardest part is finding the right people for the team

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

Rather than a face, I would depict an image — the Hindu goddess Lakshmi, the goddess of prosperity, abundance, and well-being

What scent aligns best with your brand?

The vanilla blend home spray from ZIELINSKI & ROZEN

What’s the ideal location in the Urals for a photoshoot?

The kaolin quarry near Kyshtym

What’s the hardest part of creating a new collection?

Finding the perfect fabric in the perfect shade

What advice would you give your younger self?

Look at every situation from a broader perspective. Don’t assign too much seriousness or importance to challenges. Life is a game

How would you describe your brand in one word?

EXHALE — breathe out

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

Sati Kazanova

What will change fashion in the near future?

In terms of trends, I hope it’s conscious consumption