Ushatava showed full readiness for the cold

The popular Russian brand Ushatava is the brainchild of two adventurous girls from Yekaterinburg: lawyer Alisa Ushakova and economist Nino Shamatova.

Entrepreneurs started a business almost on a dare, and for seven years now they have been successfully developing it. And two years ago, Alisa Ushatova was even recognized as one of the most influential Russians according to Forbes magazine. The base of the brand is still located in Yekaterinburg, but the boutiques are already scattered throughout Russia: including St. Petersburg and Moscow.

The last collection of Ushatova, which was shown in the fashionable metropolitan space Bounce, was dedicated to the content director of the brand, 34-year-old Dacha Zukhbaya, who died of covid last year. And before the fashion show, the guests were shown a short documentary about Russian cities – Dacha’s special places of power. Minimalism has always been the hallmark of the brand, however, in the autumn-winter 22/23 collection, fitted jackets appeared, a lot of things made of wrinkled silk, since Dachi always hated ironing (as I believe, the vast majority of us) lycra dresses and coats with hypertrophied shoulders in the style of the 90s. The well-known blogger Maria Minogarova also took part in the show.

Anna Subbotina.

Photo from the official Ushatava social media account