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Proyavi

Founders: Yana Zaurbekova and Victoria Soldatova

Brand DNA

Femininity, light extravagance, minimalism, and special attention to details.

Concept

Proyavi is clothing for different types of women: strong and gentle, cheerful and thoughtful, daring and romantic, shy and confident, free and those just beginning to explore their potential. For every woman who wants to express and PROYAVI her uniqueness. High-quality materials, stylish silhouettes, and unique designer details create a timeless look that emphasizes individuality.

Brand History

Yana and Victoria, who studied styling together, decided to create a joint brand by the end of their course. Through a long process of trial and error, they arrived at their first full collection in July 2021. The inspiration for this collection came from a classic men’s suit borrowed from a husband’s wardrobe. This gave birth to the key visual concept of the brand: the freedom of personal boundaries framed by a strict masculine silhouette that does not suppress delicacy but highlights intelligence, sensuality, and character. Currently, Proyavi is represented at Bolshoy department store (Yekaterinburg) and Trend Island (Moscow).

Blitz

Best time of day for creativity?
Evening, after the children are asleep and all tasks are done. In the evening, we share and discuss references for new collections
Ideal place for creativity?
Home
The brand item you want to wear without taking off?
It varies each season. In winter, it was a coat. Currently, I don’t want to take off the long-sleeve top made of fine knitwear. With new collections, new favorites emerge in the wardrobe
The item you’d pass down to your grandchildren?
A jacket. I’m sure the grandchildren will appreciate our "men’s shoulder" jackets
Most disliked/liked part of the fashion process?
Disliked: Waiting for the batch when deadlines are tight. Liked: Creating new items for the brand, followed by the first fitting and approval
Historical or literary figure you would make the face of the brand?
Rebel Vivienne Westwood: “You need to be daring and care less about others’ opinions.”
The scent that best matches your brand?
Majestic oud, Initio
One word to describe your brand?
Creative
Advice to yourself at the start?
Believe in yourself and your idea, stick to your opinion, vision, and concept, and delegate