Raznitsa

Founders of the brand: Marina and Yulia Osokina

Brand DNA

Minimalistic intellectual cut with elements of deconstruction, restrained palette with colour accents and high-quality, maximum natural fabrics.

Concept

Intelligence, elegance, sophistication and self-sufficiency - these are the qualities the brand's creators value and emphasise in their clients through unconventional models and the perfect fit of each product. A Raznitsa woman constantly develops personally and in business, takes care of herself, and looks stylish and elegant.

Brand History

Marina from childhood strived to stand out among her peers, so she learnt early to sew and alter clothes herself. Every detail in the image had to express individuality. The desire for authenticity led Marina first into the profession of a stylist. And in 2022, in the process of developing styles for clients, the idea to create her own brand was born. With the support of her daughter Julia, the debut model was developed in December, and in early 2023 Raznitsa released its first collection. Marina and Julia's main goal was not just to create another clothing brand, but to allow women to feel confident and stylish, to emphasise their own professionalism and originality. Today Raznitsa models are made on contract production and presented in the showroom in BC "Suvorov".

Blitz

The best time of day for creativity?

Morning hours, when thoughts are clear and brimming with ideas

Ideal place for creativity?

Finding inspiration in the privacy of my home, surrounded by books and magazines. Also travelling, especially time on the road, can bring a lot of new ideas

The music track that comes on most often when you want to create?

We prefer to work in silence while discussing ideas

A brand item that you want to wear without taking it off?

A cropped cardigan in soft merino wool

An item that you would pass on to your grandchildren with the words: "Let it remind you of me"?

Perhaps one of the symbolic elements of our collection is the open-back jacket, which reflects our openness to the world and the fragility of a feminine silhouette in minimalist lines

What is your favourite part of the fashion process?

Trying on the resulting models, where you see the result of all your creative efforts

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

Sophia Loren

What fragrance is most in tune with your brand?

Breathing in the sea air or feeling the freshness of a morning in the forest, you can feel the atmosphere of purity and simplicity that we try to put into our brand

What would be the ideal location in the Urals where you would shoot the collection?

Probably the architectural structures of Yekaterinburg. For example, buildings of the Ural Federal University or the Belinsky Library, would allow us to emphasize the uniqueness and style of our models. The most difficult thing when creating a new collection is assessing demand and understanding the needs of our target audience. What advice would you give yourself at the beginning of your journey: If there was an opportunity to go back to the time of the launch, I would advise myself to be more bold and confident and to actively share information about our brand

What one word can describe your brand?

Elegance

If there was an opportunity to create a collaboration with any celebrity (or character), who would it be with?

With Victoria Beckham

What will change fashion in the near future?

There is now a growing interest in individuality and quality, unique pieces of clothing. The introduction of artificial intelligence will help create custom designs that will allow for personalised looks. I hope that this will draw attention to local brands offering quality, stylish limited edition items