Meet Novaya - Winter Wonderwear

Who are you?

We are Novaya, and our team is headed by designer Olga Golubeva.

Where are you from?

We're from Saint-Petersburg, Russia.

Describe your signature design style in five words.

We try not to rely on a static visual design concept. The word "Novaya" translated from Russian simply means "new". Our goal is to always create new designs that every customer can appreciate, across all wardrobe preferences. We are always in search of new visual and functional apparel solutions.

What's your biggest source of inspiration?

Our biggest sources of inspiration are the insights we get from everyday life's beauty.

Do you think true innovation in fashion is still possible?

Absolutely. We believe that with every new collection, we add to the culture of fashion, which is becoming increasingly fast moving and dynamic.

What role does the commercial aspect play for you? Does it limit your creativity?

Following the Post-Soviet era, Russian labels found new confidence in developing and sharing their own perspective with the world. That being said, over the last two years, we’ve all felt the crisis in our country, as fashion media outlets get shut down, payments get delayed, and physical stores become increasingly hard to work with. Though facing such difficulties, creativity continues to flourish. I think it's because during a crisis, people let go of what they don't need and invest only in necessities. All emerging fashion brands like us need to do is identify what those needs are.

Do you prefer to follow or subvert trends?

Trends don't appear out of thin air. If a trend catches on, it means that a good portion of the population is ready to accept it. That being said, we don’t like the idea of constantly chasing the temporary. As a result, we try to establish our own views on clothing that supersede passing trends.

How do you think the fashion industry is going to change as automation takes over?

We believe that individual designs and original ideas will prevail. We hope that fast fashion will fall, due to the reorientation of future populations toward conscious consumption.

Do you think collaborations between companies and designers are cash plays or real attempts at innovation?

It depends on the case. Sometimes, designers can reveal and realize their ideas only with the financial help of larger companies. In these cases, companies might take on a refined reputation from working with these creative collaborators. Of course, capital gain is also a priority in all of this - it's just a matter of how much.

Do you gravitate more toward designing for men or women?

We started designing only for women, but soon added men's collections. Now we've begun to investigate unisex design forms.

Once you’ve mastered a certain style, is it difficult to continue evolving it?

Reinventing yourself is the hardest but most interesting thing in our opinion.

Do you work better alone or on a team?

The overarching conceptual ideas are always created by our head designer, but ultimately, it's important to us that everyone on the team gets a role to play.

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Check out Novaya's new collections here.

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