NASTYA NEKRASOVA is a fashion brand founded in 2017. The collections are created with a great attention to detail and with an emphasis on tailoring and an eclectic use of materials and custom developed fabrics. 

The collections cover men’s and women’s ready-to-wear, accessories and footwear. 


Describe yourself as a creative and how your label was born? 

All my life has been revolving around creativity, starting from the fact that I was born in a creative family and received a special art education. All my previous works and my projects were related to creativity, but vivid realization that I want to create a project that will reflect my worldview, my feelings and emotions, arose in 2017. At the beginning of 2018, the clothing brand was actually born. Together with the brand, I am developing two more projects that are also related to art. it is a school of design and a contemporary art project. 

What is the most challenging issue in for an independent label ? 

Organization, strong team and funding. 

And yes – I do not believe only in providence and chance. Only hard work, perfect time management and a clear deadline can give you a good result.

What’s the main impact of social media in both ways, buying and brand marketing? 

I am sure that today social networks have a huge impact on the perception of brand aesthetics, on marketing, as well as on its sales. Social media is the fastest, strongest and the most powerful tool that allows you to instantly share the life of a brand with the whole world.

We really feel it and can analyze how our audience reacts to certain things that we share with them.

How do you manage to choose your models in order to spread better the diversity issue through your label?

Each collection is really a personal story and unique experience. Because of it, it is really important to choose the right models to to convey this story through a real person. So we prefer not ordinary people with their inner charisma and unique beauty that would fully reflect and share the aesthetics of our brand. 

What do you think is the biggest challenge regarding your work?

As a young brand, we are more interested in creating new offers. This is the only way to not only move in one plane, but to go beyond and find other areas of development, gain unusual experience and knowledge, which will ultimately become the basis for creativity. But, unfortunately, not always creativity and commerce can go hand in hand.  And so our main task is to try to find the perfect balance between commerce and creativity in order to meet the demand without losing ourselves.

How do you think your label can play an important role in your daily client’s life?

Pieces of my brand are not for specific cases, it’s more for soul. And it’s it’s amazing how people’s mood can change when they wear my clothes. It’s as if I’m sharing something very personal with them – a certain story from my private life, and it looks like we become much closer to each other. People really feel it when I am honest with them and they really love it. 

What do you think about the opportunity of selling your pieces online nowadays?

I think this is a great time when we have the opportunity to sell our collections online, because on the one hand we can expand our client base and get new clients from different parts of the world, and on the other hand, people have the opportunity to get unique items of independent young brands.

Imagine that you must write a letter to your FUTURE SELF. What would you write?

You chose the best way, bb !

Go ahead and never back !

And I am so proud of you!

Shop now: http://nastyanekrasova.com/

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