No?So

Founder: Yulia Nosova

Brand DNA

Eccentricity, statement details, functional design, and premium Italian materials.

Concept

The philosophy of No? So is built on the principles of women’s freedom, resilience, and self-belief. The brand’s clothing allows women to express themselves in bold and unconventional ways that resonate with their souls. Whether it’s a bright and daring look or a refined outfit, the designers skilfully combine global trends, meticulous attention to detail, and flawless execution.

Brand History

Yulia Nosova launched No? So in 2020 during the lockdown. The initial capital was invested in high-quality Italian fabrics and equipment, and within six months, the first collection was released. Being highly demanding when it comes to the quality of products, Yulia set a high standard from the start and established her workshop to maintain full control over the production process. In 2023, No? So appeared in the Central House of Designers (CHD) and a boutique on Kutuzovsky Prospekt in Moscow. The brand creates small collections and also offers bespoke pieces based on individual client requests.

Blitz

Ideal time for creativity?

Creativity isn’t confined to a specific time; I’m immersed in the process constantly. It’s not just about working with materials and ideas in the workshop, but also interacting with clients, expanding my visual experience, analyzing history and the market, and even dreaming

Ideal place for creativity?

Any place where I can feel comfortable, be myself, and remain open to inspiration

Brand item you want to wear non-stop?

For me, every piece I create isn’t just clothing but a true work of art. Every detail, stitch, and material chosen carries a part of my soul and creative energy. When I wear one of my creations, it’s like returning to the moment of its creation, reliving the emotions that inspired me

Item you would pass on to your grandchildren with the words: "Let this remind you of me"?

Every piece I create carries not just my creative efforts and craftsmanship but also a piece of my soul, an imprint of my personality and style. Therefore, any item would be suitable

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

Probably Elsa Schiaparelli

What scent resonates most with your brand?

The scent of new products, especially suede and leather, perfectly matches the spirit of my brand. These smells not only give the items a unique character but also symbolize quality, luxury, and individuality

What ideal location in the Urals would you choose for a collection photoshoot?

One of the most beautiful places for a shoot is Lake Turgoyak. Its emerald waters, surrounded by picturesque mountains and forests, create a stunning backdrop for high-quality photography

Least favorite part of the fashion process?

I love every stage, but without a doubt, the most challenging for me is sourcing materials. Nothing compares to the feeling of creative inspiration when I start working on a new collection. However, when materials are delayed or arrive in unsatisfactory condition, it becomes a real trial. The lost time and money spent on replacing materials can seriously slow down the process and affect the final result