Masha Varlamova

Brand creator: Masha Varlamova

Brand DNA

Exclusive knitwear, author's prints, Bohemian chic and love for the world in all its manifestations.

Concept

Masha Varlamova brand is a brand, existed for a quarter of a century, dedicated to the unique properties and superpowers of knitwear. From the very first capsule, Maria demonstrates to the brand's fans the versatility of the materials: they can be thin and smooth, shiny and 3D, jacquard and bouclé. Masha Varlamova collections include graphic sweaters and voluminous unisex scarves, extravagant suits and seductive tight dresses. And floor-length cardigan coats have become a real icon of the brand. Masha Varlamova professes Bohemian chic: not you made for the item, but the item made for you.

Brand History

The Masha Varlamova brand was founded as a family business in 2002. The passion for knitwear was passed on to Masha from her mother, who devoted her life to the development of the light industry in the Urals. Connoisseurs of Bohemian chic in Yekaterinburg and far beyond its borders know very well the "French cellar" on Pushkin 9, where the brand has been welcoming its guests for more than 20 years.

The Masha Varlamova brand has been repeatedly presented at the largest fashion events in Russia and the world, and Jean-Pierre Machaut, Chairman of the French Pret-a-porter Association, awarded Masha with the Golden Lightning Award. And despite such fame, the brand does not change its location, preferring an individual approach.

Blitz

The best time to create?

Night. Even though they say you should sleep because melatonin is produced. But for me, that's when the real mystery happens

The perfect place to be creative?

It doesn't exist. To be more precise, it's probably in my head, so it can be anywhere. For example, one time I was painting a collection during a 5-hour layover at the airport in Krasnodar

A music track that inspires?

When I go to fashion shows in different countries, I make sure I Shazam the tracks that are playing, save them and then re-listen to them

A thing I would pass on to my grandchildren?

Maybe I will make a plaid that will keep them warm and safe. And it will be passed on down the line

My least favourite part of the fashion process?

The hardest part is getting myself to sit down to work when I haven't yet come up with a concrete idea for a collection. But in general, ideas are everywhere. The main thing is to keep your brain open. For example, you walk down the street, see an old mansion in bourgeois style and immediately imagine Oblomov on the sofa, "see" the drawings on the carpets. And the collection "Oblomov don't disturb" was born, and we stirred up the whole city with it

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

I like the novel "Gone with the Wind". And when I read it as a child, I always wondered whether I was Scarlett or Melanie. I think my brand represents some kind of symbiosis of these characters

What fragrance is consistent with the brand?

Probably Molecule. I like fragrances that are individually tailored to the wearer's personality

What location in the Urals would you like to shoot in?

For me, the place of strength is the Yeltsin Center. I am a pure urbanist, so I adore our constructivism

About the brand in a nutshell?

Bohemian chic

What is changing fashion?

We've been through a lot already: both the pandemic and the lockdown. We've seen the pillow-blanket models, but we still went out and dressed the way we liked. All social phenomena are always reflected in fashion in one way or another. But I don't think fashion will change dramatically. The more urbanism comes into our lives, the more we turn to our roots, to nature. Perhaps we will want to return to crinolines

Which of the famous personalities would you like to create a collaboration with?

I have a wild dream of meeting Macron. I'm not sure about a collab. However, why not... I don't limit myself in my dreams