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The rise of Eastern European brands: new players upping the game

By Mai 27, 2020 No Comments

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A l i n a  S t e b l o v s k a y a

The rise of Eastern European brands: new players upping the game

When we think of fashion and the main fashion capitals, Eastern Europe does not immediately come to mind. This is not a surprise too: historically, we have praised French and Italian couturiers, often neglecting everyone else. However, the times are changing, the map of fashion is expanding with places like Eastern Europe becoming one of the new fashion hubs.

Even though the oldest brands have maintained their timeless status, new players join the game, and they have a lot more to prove. In order to claim their place on the fashion scene, they need to be more creative and innovative than some of the “old boys”. And this makes them even more interesting to watch.

Nehera 

This Slovak brand have been the talk of the town for the last few years. Originally founded back in1930s by a Czechoslovakian entrepreneur, Jan Nehera, who opened more than 130 stores across the globe before the World War II jeopardised everything. The fashion brand was reinvented in 2014/ 2015 with the help of French designer and stylist Samuel Drira. Since then, Nehera keeps intriguing with its clean yet intricate silhouettes, oversized fit and prevalence of neutral tones, even after Drira and Nehera parted ways.

Nehera 

Nehera 

Nehera 

Nanushka

On the crossroads between sustainability and creativity, this Hungarian brand has become known for its vegan leather staples. Founded back in 2006 by Sandra Sandor, it was not really known to many up until 2016 when it has become “insta-famous”. In 2020, with its modern twist on bohemian style and strong stance on eco-conscious matters, we can say that it is there to stay.

Nanushka

Nanushka

Nanushka

Bevza 

It is not often that we see Ukrainian brands on the podiums alongside with the bigger names. However, in case of Bevza, this is a very different story. Established in 2006 by Svitlana Bevza, it has been exploring modern interpretations of the timeless classics. Its minimal yet highly creative and intricate designs did not leave the chance for the brand to go unnoticed in the fashion community.

Bevza

Bevza

Bevza

Daily Sleeper 

Another Ukrainian brand, founded by two fashion editors Kate Zubarieva and Aysa Varetsa, that put the Zeitgeist at its core. Before the pandemic broke out and the need in comfortable, yet stylish loungewear be worn to stay in and go out, became evident, Daily Sleeper has conquered the hearts of the global fashion community. Worn by influencers and celebrities, from Leandra Medine to Dakota Fanning, it might not be on the podiums, but will definitely occupy a permanent spot in many closets.

Daily Sleeper 

Daily Sleeper 

Daily Sleeper 

Lesyanebo

Founded in 2015 by a Russian designer Olesya Shipovskaya without the help of investors, the brand featured a very minimal collection of oversized power suits for women. Things have changed since them, and now Lesyanebo, worn by many fashionistas, has expanded its clothing line while honouring the cultural heritage of its motherland, getting inspired by Russian poetry, novels and fairytales.

Lesyanebo

Lesyanebo

Lesyanebo

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