ÜMYAROVA

Brand Founder: Alina Umyarova

Brand DNA

Premium Italian and Turkish fabrics, feminine silhouettes, comfort, and practicality.

Concept

ÜMYAROVA emphasizes freedom, individuality, sexiness, and femininity in its philosophy. Rather than following fleeting trends, the brand develops timeless styles that will remain relevant for years. Its own production facilities in Moscow and Yekaterinburg ensure quality control at every stage.

Brand History

Inspired to launch her own brand, Alina completed styling and brand management courses. In 2021, she opened an experimental workshop in Kamensk-Uralsky. Starting with feminine and elegant dresses and suits made from fleece, these pieces quickly gained popularity among Alina's followers. Gradually, ÜMYAROVA developed its distinct identity and value proposition. By September 2022, the first brick-and-mortar store opened in Moscow, and since 2023, ÜMYAROVA has been featured in fashion department stores in Yekaterinburg, Chelyabinsk, and Saint Petersburg.

Blitz

Best time for creativity?

Evening

Ideal place for creativity?

While I find inspiration in many places, the most significant ideas often come during travels

Favorite music track for creating?

Mattafix, Big City Life

Item from your brand you would wear non-stop?

A straight silk skirt—perfect for any occasion!

Item to pass on to grandchildren?

The straight silk skirt—it perfectly represents the brand’s DNA: femininity, sexiness, and delicacy

Favorite/least favorite part of the fashion process?

Favorite: Imagining the final product and its appearance. Least favorite: There are no disliked tasks, only challenging ones

Historical or literary character that could represent your brand?

Natasha Rostova from "War and Peace" embodies the brand's essence—beautiful, smart, joyful, sincere, flirtatious, daring, and a bit capricious

Fragrance that resonates with your brand?

Oriental-woody notes

Ideal location in the Urals for a photoshoot?

It varies depending on the collection, season, and message. We love vibrant street-style photography

The hardest part of creating a new collection?

Realizing the vision exactly as imagined

Advice you would give yourself at the start of your journey?

Don’t be afraid to try

One word to describe your brand?

Femininity

Potential celebrity or character collaboration?

Hailey Bieber

What will change fashion soon?

Artificial intelligence