Avelahim | Brands | U'FASHION - Объединение уральских брендов, ufashion.ru

Brand Founder: Lyubov Mikhalyova

Brand DNA

Suits, decorations, and headgear in Russian and Eastern styles, hand embroidery with beads and gemstones.

Concept

Lyubov Mikhalyova’s creativity is a synthesis of Russian and Eastern, European, and Asian influences. The brand narrates new Eurasian tales, magical stories about the marvelous Urals as a crossroads of cultures, a territory of good neighborliness, beauty, and strong creative spirit. Lyubov creates fantastical social-theatrical, boudoir-stage, and wedding-lyrical looks that everyone can interpret in their own way, assigning the outfits any nationality and desired era. Among the figures, you will recognize the Mistress of the Copper Mountain, the Swan Princess, the Firebird, Scheherazade, and the Queen of Shamakha hand in hand with King Dadon.

Brand History

Lyubov has been engaged in embroidery and making jewelry for many years. In 2012, she decided to create a unique design for her own wedding dress. The process and result were so captivating that she could no longer see herself in any other activity. Orders started coming in one after another, and over 12 years, Lyubov became a recognized master in Russia. Her unique works have adorned the Mariinsky Theatre's Opera Del Arte project, as well as the looks of "Miss Universe" Oksana Fedorova and "Mrs. World" Ekaterina Kuznetsova.

Blitz

Best time for creativity?

Evening—peaceful and magical

Ideal place for creativity?

My studio-workshop

Music track that often plays when you want to create?

I have a huge playlist, and music is chosen based on the mood: vintage tracks, folk, classical, Russian rock, audiobooks

Which item from your brand would you wear non-stop?

A spacious velvet robe with antique embroidery

Which item would you pass down to your grandchildren with the words, "Let this remind you of me"?

My collection of embroideries and kokoshniks

Least/most favorite part of the fashion process?

My favorite part of the creative process is the birth of an idea and the beginning of work, selecting materials, and of course, completing the work. All my items are very complex and time-consuming to execute because they involve abundant manual labor. Thus, seeing the result is a particular pleasure. The least favorite processes are technical difficulties, especially when something needs to be redone

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

Mata Hari

Which fragrance is most in tune with your brand?

Bazar by Christian Lacroix

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

Yekaterinburg State Academic Theatre of Opera and Ballet

What is the hardest part of creating a new collection?

Purchasing materials

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

Be confident that nothing is impossible

One word to describe your brand?

Fairy tale

If you had the opportunity to collaborate with any celebrity or character, who would it be?

Rihanna, Deva Cassel and Monica Bellucci, Salma Hayek, Renata Litvinova

What will change fashion in the near future?

Intellect and a love for art