Moveli

Founder: Elena Yelantseva

Brand DNA

Premium bags and accessories for people with an active lifestyle, made from finely crafted natural bull leather. The best brass-coated hardware, minimalist design, and aesthetics in every detail.

Concept

In a rapidly changing world, Moveli focuses on the individual, helping to fill life with beauty and sensuality. Each product tells the unique story of its owner, reflecting their individuality with the option to add initials or an abbreviation using silk embroidery. The clean, flowing lines and impeccable craftsmanship maintain a timeless aesthetic in the flow of everyday life.

Brand History

While travelling in Italy a few years ago, Elena stumbled upon a small shop selling canvas bags where you could have your initials embroidered on the spot. Elena put together a luxurious travel set for herself and thought, "It would be great to bring this idea to Russia." Three years ago, she started creating unique, durable products that emphasize a person's individuality and character. Today, the brand is represented in Moscow (Afimall City, Aviapark, Tsvetnoy) and in Yekaterinburg (Tikhvin Business Center, Bolshoy department store). Besides accessories, Moveli has begun releasing seasonal clothing drops.

Blitz

Best time of day for creativity?

Early morning from 6:00 to 8:00

Ideal place for creativity?

My bed

Musical track that most often plays when you want to create?

"Valerie" (feat. Wendy Lewis)

A brand item you want to wear constantly?

Montblank cosmetic bags

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

The Jacky bag

What part of the fashion process is most and least favorite?

I love working on shoots; I don't like routine work (dealing with suppliers)

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

In the movie "The Devil Wears Prada," there was the fashion editor's assistant Andrea (played by Anne Hathaway) — young, ambitious, not afraid of challenges, and driven towards growth

What fragrance best matches your brand?

Everyone already loves the scent we infuse into our packaging — Istanbul by Atelier Rebul

Where in the Urals would you ideally shoot a collection?

I like the location at the sand quarries. It feels like being on Mars

What's the hardest part of creating a new collection?

The idea and inspiration

What advice would you give yourself at the start of your career?

Believe that everything will work out and be braver

What one word can describe your brand?

Elegance

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

Monica Bellucci

What will change fashion in the near future?

Technology and creativity