POÉTIQUE

Founder: Yana Fedorova

Brand DNA

Timeless Parisian style, intellectual femininity, relaxed elegance, and refined luxury.

Concept

POÉTIQUE reflects the stylist’s musings on the perfect wardrobe for the modern urban woman. The brand centers around meticulously crafted minimalist designs, relaxed fits, premium European materials, and sophisticated, subdued colors. Pieces from different collections and seasons blend harmoniously to create stylish outfits, remaining relevant across seasons and time. Collections are divided into three lines: office wear, lifestyle, and special occasions. Almost all items can be easily adapted for various situations. The brand uses fabrics and yarns from legendary European mills in Italy, France, and England such as Loro Piana, Scabal, Holland & Sherry, Tollegno 1900, Zegna, and others, supplying luxury brands like Louis Vuitton, Gucci, Armani, and Max Mara. Autumn and winter collections feature luxurious cashmere, mohair, extrafine merino wool, suri alpaca, and baby camel, while summer capsules include the highest quality silk, linen, cotton, and viscose.

Brand History

Founded by stylist Yana Fedorova in Paris in 2018, POÉTIQUE began with the collection "Paris with Me." The brand is the culmination of Yana’s ten years of experience in personal styling and e-commerce with global luxury fashion brands.

POÉTIQUE creates collections in its own tailoring workshop in Yekaterinburg, focusing on elegant details: contrasting hand stitching, natural mother-of-pearl buttons, shimmering monil thread on collar stands, unexpected back slits on minimalist dresses, and extended sleeves. Each model is tailored to perfection by a single master, ensuring full control over the production cycle and adherence to the brand’s high quality standards.

Blitz

Best time of day for creativity?

Daytime

Ideal place for creativity?

A bright space with plenty of light and air

Musical track that often plays during creative sessions?

“My wave” on Yandex Music

Brand item you want to wear without taking off?

Cashmere coat, Boyfriend coat-jacket, merino sweater, wide wool trousers

Item you'd pass down to your grandchildren with the words: “Let this remind you of me”?

Coat

Most disliked/liked part of the fashion process?

Disliked: The tension and excitement when a capsule is ready for release and the photoshoot is done. Liked: Seeing the guests' reaction in the boutique during fittings

Historical or literary figure you would make the face of the brand?

Jane Birkin

Scent that best matches your brand?

Subtle, barely noticeable, enveloping, and complex

Ideal location on the Urals for a collection photoshoot?

In a mansion. We haven’t found our ideal one yet

Most challenging aspect of creating a new collection?

Finding time in the schedule to tune into the right wavelength

Advice to yourself at the start?

Do what you feel

One word to describe your brand?

Poetic

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

Jane Birkin

What will change fashion soon?

In response to global environmental challenges, fashion is becoming more sustainable. The use of recycled materials, eco-friendly fabrics, and ethical production processes should become the norm. Consumers and brands will increasingly prefer slow fashion concepts, choosing quality and durable items over mass consumption and fast fashion. Second-hand and vintage as eco-friendly ways to purchase clothing may see growth. Economic fluctuations also impact fashion; during economic downturns, consumers may opt for more practical, functional, and high-quality clothing that lasts longer and saves money in the long run. Designers might adapt collections to current conditions, offering more streamlined and functional pieces. The development of technology, content formats, social media, influencers, convenience, and accessibility is leading to significant growth in online shopping, while physical touchpoints (showrooms or boutiques) remain a crucial part of experiential marketing, creating deeper connections