Laturin

Founder: Ulyana Zaikina

Brand DNA

Unconventional design, playfulness and sensuality, perfectionism, attention to detail, and unparalleled quality.

Concept

A conceptual fashion brand combining irony, sensuality, and impeccable quality. Laturin doesn't quote great art figures in post captions, doesn’t mince words or beg for approval, but simply creates great items at reasonable prices.

Brand History

Ulyana Zaikina is a professional fashion designer. After completing her master's degree in Costume Design at Ural State Academy of Architecture and Art (UralGAHA), she firmly decided: "Not a foot in fashion." However, due to her short memory of the hard work involved in creating clothing and the emergence of a partner in 2019, the brand LATURIN was born. The brand immediately became known for the animal masks worn by its models and its high standards for product quality and original design that highlights the beauty of the female body.

“Our range is so diverse that we don't need to add fluff — our customers will find everything here. We allow ourselves the luxury of being honest with our audience; our product is always recognizable, and the brand DNA is, perhaps, playfulness and sensuality even in basic items. We make oversized clothing in a way that makes you feel like someone’s darling,” says Ulyana Zaikina.

Blitz

Best time of day for creativity?

The brain usually generates interesting ideas when I’m already lying under the blanket, so I keep a notebook and pencil nearby. By morning, half of it seems like the ramblings of a madman, but something actually makes it into production

Ideal place for creativity?

Wherever it hits me

Musical track that frequently plays when you want to create?

Nothing inspires me like the sound of a bank notification about a deposit

Item from the brand you’d want to wear all the time?

An oversized T-shirt with piercing

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

A nervous tick, so they never go into the sewing industry

Least favorite/most favorite part of the fashion process?

Least favorite — everything, except for the favorite part. Favorite — photo shoots and getting to keep non-experimental samples that aren’t defects

Historical or literary character you’d make the face of the brand?

Someone very whimsical, fickle, unpredictable, and incredibly charismatic

Scent that best matches your brand?

Laturin has its own fragrance, Lapin Floral. We developed it so that customers would smell a light, pleasant scent upon unpacking and think: “Wow, they’re great, and their clothes even smell good.” Our customers wanted to smell like that all the time, so we didn’t hesitate — we launched a line of perfume, solid perfumes, candles, home diffusers, and even car air fresheners

Ideal location in the Urals for a collection shoot?

Ideal locations are for the weak

Most challenging aspect of creating a new collection?

Stopping

Advice you’d give to yourself at the beginning of your journey?

Marry well and work not a single day

One word to describe your brand?

Hot

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

Jason Statham. Personal interest. I’ll come up with the clothing myself

What will change fashion in the near future?

No idea, but let it not be what the opening of the Olympics in France came up with