Larisa Selyanina

Brand Founder: Larisa Selyanina

Brand DNA

Designer knitwear, original prints, unique ornaments.

Concept

Larisa Selyanina, based in Yekaterinburg, is a label that produces practical designs for creative individuals. The brand crafts unique fabric, creating each piece by hand. Named after its founder, an artist and explorer, Larisa Selyanina incorporates patterns from various cultures gathered during her travels into urban clothing.

Brand History

Larisa Selyanina emerged in 1989 when its founder decided to depart from the state knitwear industry's limitations. In a country devoid of interesting clothing, her designs were well-received, leading her and her architect husband to produce and sell their first sweater, marking the inception of a recognizable brand with a distinctive style.

For over 30 years, Larisa Selyanina has consistently released two seasonal collections and various limited editions annually from its Yekaterinburg facility. The brand has been featured at Moscow Fashion Week, international fashion expos in Paris and Moscow, and has received numerous awards. October 2024 marks the 35th anniversary of Larisa Selyanina, a journey captured in her book, "All the Best in the World is Connected."

Blitz

Best time and place for creativity?

Creativity sparks on the go, inspired by changing scenes, moods, and music. Sitting at the office would never have led to the "Aztecs" or "Amadare" collections

Favorite music to create by?

Symphonic or ethnic instrumental music, lately Nepalese and Indian mantras, which help visualize texture, light, and color

Go-to item from your brand?

Comfortable trousers and intricately embellished hoodies, along with our multi-colored scarves and transformative garments, essential even in summer and travel

Item to pass down?

My woven scarves intended to hang as tapestries, conceptualized after an art show

Favorite/least favorite fashion process?

I love initial fittings; it’s chaotic and magical, revealing the collection's gems. The pain comes when a concept isn’t embraced or technically altered, which can sometimes distort my original vision

Fragrance that embodies your brand?

Herbs, nutmeg, lavender—each collection might inspire a different scent, adding a layer of imagination to our designs

Ideal Ural location for a photo shoot?

Ural textures like pine bark and rocky outcrops resonate with our knitwear, offering countless inspirational spots

Hardest part about creating a new collection?

Time constraints are always a challenge, with deadlines and shows pressing against creative development

Advice for your younger self?

Embrace risk: goals are often reached by those who dare, who see no barriers ahead

One word to describe your brand?

Joy

What will change fashion soon?

Lifestyle shifts and innovative materials will steer fashion's course, with everything else adapting to these primary influences