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Founder X Creative Director
The founder and creative director of Russkys is Kristina Kuzmina.
After graduating in banking and finance from London School of Economics, Kristina worked with prestigious global luxury brands including L'Oréal, Maison Margiela, Cacharel, Harrods, and Jaguar.
The fusion of technology and fashion in Russkys reflects Kristina’s background, since her parents were scientists and her sister started an international modelling and acting career at a very early age.
'' During my time working as a consultant in business & fashion industries, I came to realise there is a huge gap in the market when it comes to fashion being individual and a reflection of people who wear it rather than people who make it. Mass production is no longer as exciting as it used to be. On the other hand, small brands and independent designers are struggling to produce regular collections due to budget and time limitations. So, I decided to take on a challenge and create a new modular brand and connected platform which caters to all fashion lovers who want to be versatile, look beautiful and be ready for any special occasion on their way to the next arrangement.
I am a mom of 2 and very proud of it. Working during pandemic with 2 being at home and tones of work that must be done, it was hard, but I have loved every minute of it. Alongside an innovative concept, I am creating a movement bringing a new vision of fashion that allows people to try their hand at design and create their own looks. To be their own brand. ''
It all starts with creativity..
Ability to imagine is a superpower of creativity.
Growing up makes people forget how much fun it was to make things with their own hands without any limitation. Every experience we had is a raw material for us to create and re-fashion what already exist.
Russkys is a brand for self-expression as well as for creation of bespoke styles with little effort. It empowers individuals to be their own brand.
We live in the era of attention economy - human attention becomes a scarce commodity. That is why fashion brands should invest in such values as momentariness, newness, personalisation, honesty, accessibility. People are looking for meaning in their lives, beyond accumulating and buying things. Substance is the new status.
Fashion is about each generation to find its identity. Russkys is about each
individual to find his/her own story to tell through fashion.
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