iss.ju

Brand Founder: Yulia Smirnova

Brand DNA

Femininity, refined simplicity, and flirtatious designs combined with everyday practicality.

Concept

Iss.ju embodies beauty and silhouette harmony to reflect a woman's inner beauty—adhering to a creed that transcends fleeting trends to elegantly highlight the figure, ensuring comfort and confidence under any circumstances.

Brand History

Founded in 2014 by Yulia, an economist turned designer, Iss.ju emerged from her desire to escape the fashion norms of flashy "outfits" and instead focus on a functional, elegant wardrobe. Starting with personal savings, the brand first crafted a capsule of dresses, skirts, and shirts. Rapid demand led to the establishment of a digital presence and loyal following. Balancing motherhood and entrepreneurship, Yulia methodically expanded her brand, opening her first showroom on Sheinkman just before the 2020 lockdown. Iss.ju now features prominently both online and in central Yekaterinburg and St. Petersburg.

Blitz

Best time for creativity?

Friday night. I'm especially inspired after meeting friends and often start sketching and planning afterwards

Ideal place for creativity?

Creativity can spark anywhere; what’s essential are a state of mind, a notebook, and my phone

Favorite music track when creating?

I usually work in silence, but past collections have been influenced by tunes like Casablanca by Bertie Higgins and "Amazonka" by Feduk

Go-to item from your brand?

A jacket-dress

Item to pass down to grandchildren?

A colorful-buttoned jacket

Least/most favorite part of the fashion process?

Least favorite: Sales and marketing. Favorite: Fabric selection and fittings

Historical or literary character that could represent your brand?

The Queen of Sheba, inspired by the movie "3000 Years of Longing"—her mystery and elegance left a lasting impression

Fragrance that aligns with your brand?

The scent of purity and joy

Ideal location in the Urals for a photo shoot?

Beryozovsky Sands. We've shot there before, but I feel there’s more to capture

Hardest part about creating a new collection?

Embracing the necessity of practicality in our designs

Advice to yourself at the start of your journey?

Be bolder and more proactive. I've always been cautious and self-reliant in developing Iss.ju, confident that there would always be a place for us in fashion. Looking back, I think I could have engaged more aggressively with market tools

One word to describe your brand?

Beauty

Dream collaboration?

With Zivert

What will change fashion soon?

Mindful consumption. Women are already becoming more rational in their wardrobe choices, decreasing impulsive, low-quality purchases. I believe they will increasingly seek personal style that resonates with their state and mood, emphasizing individuality