NINA ALBU IS AN EMERGING FAMILY BRAND OF TWO PEOPLE FROM MOSCOW, RUSSIA. ‘’WE DESIGN AND TAILOR STREET STYLE CLOTHING. ALL OUR ITEMS ARE HAND MADE. WE REFUSE TO MAKE CLOTH IN LINE WITH MASS MARKET STANDARD SIZES.’’ - ALINA CHAYKINA AND OLEG CHAYKIN, FOUNDERS OF NINA ALBU. NINA ALBU ENCOURAGES BODY-POSITIVE THINKING, THEREFORE THEY PROVIDE AN OPPORTUNITY TO CREATE YOUR OWN SIZE BASED ON YOUR INDIVIDUAL MEASUREMENTS.
DISCOVER OUR INTERVIEW!
Where are you from and when did you first realize you wanted to launch a brand?
I am from Siberia, Russia. I realized I want to be in fashion during my childhood.
When did you land your first experience and what was the most valuable thing you learned from this experience?
If you mean fashion industry in general the first experience I had was the development of collection for contemporary dance theatre in St. Petersburg. The most valuable thing I got was the fact that I got confidence in expressing myself and experience in conveying my ideas to a client.
What was the biggest rookie mistake you made when just starting out?
I wasn’t confident in myself so I tried to sell in Russia and didn’t try to go international at start. But I couldn’t sell a thing in Russia, and still we have no costumers here. But I had to have this period to realize my audience, that’s normal.
What role do you think social media plays in fashion today?
The most crucial role, that’s everything. People learn tendencies and everything what’s happening in the world. A costumer becomes more picky and he or she always has something to choose from from any part of the world.
As co-branding plays an important role nowadays in fashion industry, would you like to collaborate with another brand in the future?
We are already making a few collaborations now. Our earrings are from my sister, so she plays a role of a craftsman within brand. We are also launching collaboration with shoes producer from St. Petersbourg ‘Sintezia’ this season. And we are going to have one more co-branding project with another craftsman. I’m interested in it and I’ll be glad to develop in this direction.
What is your favorite and NON-favorite part about being part of fashion industry?
The favorite thing is that I can express myself and my feelings. It’s also cool to make beauty products and see the results of my labor. The non-favorite part is that you have to commercialize your content to increase the sales.
Can you tell us how Nina Albu makes a different as a brand?
The style of the way how we work, which is very open. We don’t plan very rational like number of items in collection we’ll have, when exactly it should be released etc. As for aesthetics I love so many brands and they all have their own uniqueness but what I point out the more in a brand is that it has an ability to create its vibe and dip you into it. I think our new collection has interesting vibe of pretty common feminine pieces with quite bolt presentation so our women look strong and gentle at the same time.
How would describe fast fashion nowadays and how this can damage the industry right now?
Fast fashion often makes you act fast too so the magic of fashion disappears, the magic the 90s had. I think anyone can shoot something fashion with a phone now, it’s good and bad at the same time but we are all together in this boat. I admire fashion of the 80s and 90s than modern fast fashion. The advantage of modern fashion is that it became more affordable and closer to consumer though.
What do you think about the opportunity of selling your collections online nowadays?
That’s a great opportunity for emerging designers, thanks to the Internet I got a chance to create and monetize something I made up.
Interview Myra Postolache
Photos courtesy of the artist