Toomatch

Founder: Anna Panacheva

Brand DNA

Premium Italian fabrics, exquisite silhouettes and impeccable combination of things allow creating a wardrobe for a modern woman who values her time, comfort and freedom to be herself in any situation above all.

Concept

Toomatch is a symbiosis of two notions: to match and too much. Both of them reflect the spirit of the brand, in which things are perfectly matched with each other and at the same time have a touch of "excess", which gives zest to each image, making it truly designer and authentic. Toomatch treats each piece as a great value: they preserve the peculiarities of individual tailoring, paying great attention to the cut, fittings and processing, many processes are done by hand. This allows them to create collections of impeccable quality. The fashion house Toomatch is also ready to adjust finished products to individual parameters.

Brand History

Toomatch brand appeared in 2020, during the COVID lockdown, when the opportunity to travel and purchase clothes abroad disappeared. Its creator Anna Panacheva - the owner of a large international construction business - began to come up with her images for business meetings and events. She immediately received a request from her friends to repeat them. So with the first sketches and three sewing machines, the production began, which today occupies two floors in an old mansion. The 1,800 m2 space is used to create models for Toomatch, as well as for three other brands that are part of the Ural Fashion Group holding: Hard, Super Socks and Zemlya. In addition, corporate merch for Sberbank, Gazprombank, Skolkovo, etc. is also made here. In 2024 Toomatch took part in Moscow Fashion Week in the category "Professionals".

Blitz

The ideal location for a fashion shoot in the Urals?

The nature of our region is beautiful and serves as an inspiring backdrop. For example, we've had amazing shoots on the Ural Mars. In general, I believe that it's not where you shoot, but who is involved in the process, who stylizes, stands behind the camera, and poses in the frame

The biggest mistake you still regret?

I invested over 20 million in a luxury space in Afimall for the brands Toomatch and Hard, I wanted to make it a flagship store for offline sales. We cut the ribbon on October 23, 2021, and on October 26, the whole of Moscow was closed for lockdown. We were under contract to pay rent for the non-operating boutique, but eventually had to move out of there as ordered by the mall management. A sad but very powerful experience

About the brand in a nutshell?

Casual in the morning, special in the evening

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

It's hard for me to pick one, as each one is perfect for my different manifestations. You can't say what your favourite role in life is - wife, mother, friend, colleague. So I have a corresponding image in Toomatch for each manifestation and state

What famous person would you like to create a collaboration with?

I think it would be great to create a red carpet look for a famous film actress, like Angelina Jolie. It's a cool experience to work with someone who is not limited in what they can do. And, if he chooses you, it's the ultimate recognition

Who wears the Toomatch brand?

Regina Todorenko, Natalia Podolskaya, Angelika Varum. Nadia Streletz appeared in our looks at Milan Fashion Week

The most pleasant compliment to the brand?

After Moscow Fashion Week, we were called a phenomenon of Russian fashion for the fact that only 3 years after the creation of the brand, we have already made it to the closing day of this prestigious event in the Professionals category

Podcast

U’FASHION х Анна Паначёва (Toomatch, Hard, Supersocks, Земля): Как молодому бренду попасть на Moscow Fashion Week? Открытие флагманского бутика Toomatch в Москве

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