Rokovaya

Brand Creator: Irina Oboskalova

Brand DNA

Feminine silhouettes, natural flowing fabrics, basic colors.

Concept

The main mission of the brand is to create a striking image for any occasion: breakfast with friends, business meetings, social events, vacations, or even weddings. A Rokovaya woman is self-sufficient, goal-oriented, and ambitious. Her eyes sparkle, and she always achieves her goals. For her, every brand creates highly functional and elegant outfits that remain in the wardrobe for more than one season.

Brand History

The brand began to develop actively in 2020 in Yekaterinburg. Initially, the team was based in a small office space, scheduling fittings and reserving 30–60 minutes for each potential customer. But less than a year later, Rokovaya opened its first flagship store in the city center. Finally, in 2024, the brand acquired a new space of 200 m², spread across 2 floors. Currently, the brand works with a vast number of manufacturers in Yekaterinburg, Moscow, China, and Turkey.

Blitz

Best time of day for creativity?

I always wake up very early and love to work in the morning, when the city is still asleep, over a cup of coffee

Ideal place for creativity?

The best place for creative work is my office, my personal desk. All I need is a stack of paper and a pencil. I always write everything by hand

Musical track that you most often listen to when you want to be creative?

To be honest, I love silence; I rarely even play music in the car. I have a lot of interaction with people and background noise throughout the day, so I always crave silence

Brand item you’d want to wear all the time?

Almost any item from our brand is suitable for both formal and casual occasions. This is one of its main advantages; you can easily play with the look: even if the item is from a dressy collection, you can wear it every day by changing the shoes and accessories. The same goes for the basic wardrobe of our collections: add heels, and you’re on top both literally and figuratively

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

It would be the Fatal jacket made of natural leather. I consider it a work of art, and it can be worn for years

What part of the fashion process is your least favorite/most favorite?

I don’t like appearing online and showing the clothes on myself. But I have to do it because I initially got our beloved customers used to this. This process takes a lot of energy: I’m not a model, and it’s the hardest part for me. I love everything else. I adore my team, the great atmosphere in the production sites, and my personal office where there’s space for thoughts and plans. Photoshoots are also an integral part of my job. I clearly see the shots and control all these processes

Which fragrance best represents your brand?

BACCARAT ROUGE + INITIO. By the way, it’s my favorite combo; everyone around always asks what perfume I’m wearing

In which ideal location in the Urals would you hold a collection photoshoot?

We have many secret locations that seem unremarkable at first glance. We shoot wherever we want

What is the hardest part of creating a new collection?

Not repeating old collections, not looking like others, differentiating from peers, and creating something unique

What advice would you give yourself at the start of your journey?

Don’t doubt

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

Irina Shayk. But Gloria Jeans beat us to it

What will change fashion in the near future?

People. We all try to create something unique. Every self-respecting brand doesn’t make copies of other successful projects but creates its own. And it’s all to be noticed. Fashion will become more complex and interesting