MA Fashion

Founder: Marlena Gegamyan

Brand DNA

Italian chic and impeccable attention to detail, elegance, and restraint in silhouettes, versatile models suitable for any circumstance.

Concept

MA Fashion draws inspiration from its founder's years of collaboration with Italian partners. Impeccable style and a keen sense of fashion as part of the national culture of Italy form the foundation of MA Fashion. The brand emphasizes minimalist and cohesive looks, basic models with unobtrusive decor, easily integrated into any wardrobe.

Brand History

Marlena's career was tied to foreign economic activity and international deliveries. However, with the imposition of sanctions in 2022, everything changed overnight, and income was lost. Reflecting on a new venture, Marlena recalled her lifelong fascination with the world of fashion, and by December, she actively started working on the first models. MA Fashion was officially established in the spring of 2023, launching a website and social media presence. In December, they began collaborating with the professional wardrobe selection service Stylebox. In January 2024, they opened in Kalina Store at the Metropolis Shopping Center in Moscow, and in February, at Slava Concept in the June Shopping Center in Mytishchi.

Blitz

Best time for creativity?

I like to change routines. It's a habit from the past when jet lag was frequent. I enjoy living in one time zone and working in another—it allows you to see any issue from the perspective of "another person."

Musical track that inspires creativity?

I'm accustomed to hearing speech and communicating in various languages, so it's comfortable when one musical track is in one language, another in a different one. I get tired of the same language; it lowers my inspiration level!

Least/most favorite part of the creative process?

Least favorite: paperwork. Before an idea is realized, you have to sift through a mountain of information, suppliers, etc. Most favorite: the photoshoot, the final materials, when you see your idea come to life

Fragrance that resonates with the brand?

We will create the brand's fragrance, and it will definitely be sunny

The hardest part of creating a new collection?

To invent great original models. The brand must be unique, form its own DNA, and not just copy the ubiquitous T-shirts with slogans, hoodies, and other items that already flood the market

Ideal location in the Urals for a photoshoot?

Definitely some mountainous terrain. The Urals are unique, a crossroads. You are far from the capital's influences, free to do entirely your own thing. I've heard from Moscow colleagues who work with brands all over Russia about Yekaterinburg: "It's a kind of Klondike there, many talented designers."

Dream collaboration with any celebrity or character?

I dream of collaborations with Italian fashion houses: Valentino, Moschino, D&G

What will change fashion in the near future?

Technological progress, digital technologies—inevitable. All this creates corresponding forms in art, architecture, and naturally, in clothing. Similarly, global events influence the palette of trendy colors. Everyone is tired now: first a race for money, then a pandemic, then escalations of conflicts. But people want comfort and joyful things