Inna Koroleva Lab

Founder: Inna Koroleva

Brand DNA

Inna Koroleva Lab's clothing is presented in four collections and a basic knitwear line. Four elements, four universes—each with its unique character. They are united by the brand’s common DNA: the aesthetics of multicultural minimalism and principles of bionic cutting.

Concept

Inna Koroleva Lab offers infinitely free clothing for modern pilgrims, "people of the world." It is understated and meaningful, embodying the spirit of travel. It is created for the brave and self-ironic, for those who are always on the move and true to their path. For those who value dialogue and are ready to express themselves when the time demands.

Brand History

Mother and daughter, Inna Koroleva Sr. and Inna Koroleva Jr., a musician and a psychologist, founded their clothing brand over 15 years ago. It became a continuation of the family business—grandmother (great-grandmother) Pelageya Korneeva was a seamstress who passed on to her descendants a love and respect for handmade labor and well-tailored dresses. The story began in 2008 with a small women’s atelier creating business suits and evening dresses—what was in demand from clients and the brand's founders themselves. Today, Inna Koroleva Lab has a long history, a wide circle of friends, and is represented in department stores across the country. All items are created at their own production facility in the center of Yekaterinburg, with attention, a great deal of manual labor, and creative inspiration poured into each piece.

Blitz

Brand item you’d want to wear all the time?

I love our soft blazers with a stand-up collar. They are men’s style, but fit women perfectly. We make them for all seasons: linen or cotton for summer, wool or cashmere for fall, silk for the evening. I wear them all year round

Item you’d pass down to your grandchildren with the words: “Let this remind you of me”?

It’s better to pass on the feeling that they are loved and many happy, interesting moments together. Things wear out, but feelings remain forever

What part of the fashion process is your least favorite/most favorite?

I most love seeing people wearing our clothes and how much they like them. When I see them in stories on social media, my mood immediately lifts. I enjoy interacting with our clients and partners; our work is generally built around pleasant relationships and interesting communication. However, fashion involves a lot of exhausting and physically demanding work. Constantly having to carry something—whether bags to photoshoots, fabrics, or boxes—brings me down

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

Alice from Wonderland

Which fragrance best represents your brand?

We recently released our first original interior fragrance called “Spirit of the Forest.” We aimed to convey the identity of Inna Koroleva Lab—scents of travel, pilgrimage, and the world. For me, it’s the smell of spring from my childhood—the spring Crimean forest, young leaves, sea, and sun-warmed juniper

In which ideal location in the Urals would you hold a collection photoshoot?

In some constructivist buildings, if they weren’t in such a dilapidated state. I hope they will one day be restored, at least the facades

What is the hardest part of creating a new collection?

Finding materials. Super-quality and stylish materials are number one for me. They need to be natural, as we don’t work with synthetics. They should be pleasant to touch and wear, creating an authentic designer style. And ideally, the final price should not skyrocket but remain within realistic limits. This has always been challenging, and today it has turned into a real quest

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

Not to take everything too seriously. Remember that much of today’s rush is just worldly vanity, and there’s no need to get too caught up in it

What single word best describes your brand?

Authentic

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

The Cheshire Cat