Ural Folk People
Brand DNA
The brand creates more than just clothing; it crafts unique stories interwoven with the motifs of folk art. Each piece is the result of meticulous work, reimagining the rich palette of folklore, imagery, and meanings from tales, legends, and myths in a contemporary light.
Concept
The Ural Folk People team focuses on an artistic approach, with collections that embody a unique fusion of modernity and tradition. Traditional patterns and symbols blend seamlessly with current silhouettes and materials. The designers aim to show that folklore can be modern, reinterpreted in a fresh way while preserving its depth and significance. Each piece becomes more than clothing—it carries stories, emotions, and cultural archetypes. The brand creates its own prints, illustrations, and fabrics. “Through our designs, we retell tales that combine ancient national legends, local geographical colours, and lightly allegorise the symbolic richness of Russia.”
Brand History
The brand was established in 2022, specialising in unique, fairytale-inspired clothing. At the heart of its concept is an artistic approach and a love for folklore. Founder Angelina Lapina was inspired by the works of P. Bazhov when creating her first collection. “I didn’t want to be banal and reflect architectural images like the circus or the Sevastyanov House in my designs. That’s how the idea was born to portray the Ural spirit and character in prints, associating the Ural people with characters and heroes,” says Angelina. The name Ural Folk People is interpreted by her as "the true Ural people."