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Ph: Zoya Ignatova MUAH: Anete Kapkalne Model: Everita Kondratjeva

OLGA DZHULARDOVA

Ph: @ph.alessandra Models: @__kokoeva__d @taya.zaikina MUAH: @morozovbeauty Clothes: @do.dress Olga Dzhulardova is a designer and creator of the clothing brand Olga Dzhulardova. Olga's love for fashion manifested in her childhood. And although, after school, she chose a different profession, the calling found her by itself. In 2021, the Olga Dzhulardova collection first appeared on the Wildberries marketplace. In the same year, cooperation with the Central House of Designers began. In an interview, Olga told how the history of the Olga Dzhulardova brand began, to whom the first collection was dedicated, and when the boutique will open in Moscow.

olgadzhulardova do.dress dodress

lga, tell us about the first collection. How was the idea of its creation born? What difficulties did you encounter when starting up?

The first collection that came out under the Olga Dzhulardova brand was created in the fall of 2018 and is called “Inspiration”. The images included in it are 6 guipure dresses. It took me a long time to come up with the idea of creating a brand. There were a lot of doubts and questions, first of all, who might like my creations, who would wear my clothes, and how I could interest potential buyers.

There was a feeling of underestimation and dissatisfaction with oneself. My husband and close friend Irina helped me with this. My husband has always believed and believes in my strength and is the first critic of my collections. And Irina, at that time, supported me in every possible way. She set me up for positive and stimulating actions on her part: she helped me start running Instagram, ordered tailoring from me, and said that I definitely needed to organize my own brand. Everything I did, she really liked.

Irina is an empathetic, gentle and sympathetic person. She is a psychologist by education and writes beautiful poetry. I dedicated my first collection to her. All images from “Inspiration” are light, airy, and feminine, like Irina herself. We organized the shooting of the first collection in the studio with another photographer friend, and Irina and I acted as models.

The Olga Dzhulardova brand aims to develop clothing for women. What does your potential client look like? Are there any plans to work on a collection for men?

The brand Olga Dzhulardova develops only women's clothing. Perhaps someday we will come to the men's one, but this is not yet in the plans for the near future. Although my husband has been asking me for a long time to design and sew something for him. So far, I am guided by what inspires me, namely female images.

Our potential client can be viewed from two sides based on the brand's direction.

Firstly, design activity – the development of exclusive collections, such as “Inspiration”, “Flame”, “Delight”, and “Nature”. In this case, basically, one sample per model is sewn off. Models are complex in execution. Hand or machine embroidery, knitting, and expensive fabrics are used. Collections are designed to receive pre-orders for existing models. A potential client, in this case, is a wealthy woman who leads an active lifestyle, takes care of herself, looks excellent, and is self-confident. She can have her own business, a remarkable career, and a family simultaneously. She understands fashion trends, matches them, and has an excellent physical shape. She is mobile, travels a lot, and attends various social events.

In the second case – activities on marketplaces. We study the specifics of the work and how and when to present the product correctly. In this case, the potential client is an average buyer: a woman aged 30 to 50, with an average income, family, children, and husband. She is always on the move and must be ready for the holidays, and various family and school events, taking into account all the family's interests. She needs comfortable clothes, both for home and everyday life, to live in the rhythm of a big city.

What do you focus on trends, versatility, and comfort when creating collections?

When creating collections, the Olga Dzhulardova brand focuses on trends and tendencies in modern fashion. And the reality is that comfort is one of the main trends. Nevertheless, the main idea is that we strive for our own style, for those external signs by which the Olga Dzhulardova brand will be recognized. This is a romantic style with handmade elements, sincerity, and warmth, designed to awaken femininity, beauty, and harmony with oneself and the world around.

At the end of 2021, you started collaborating with the Central House of Designers. What does cooperation with CHD mean for a designer?

Working with CHD, in my opinion, is an excellent opportunity for young designers and emerging brands to express themselves, raise their status in their own eyes, and motivate further development. In the initial stages, young brands do not always have enough opportunities and resources to develop their points of sale (online or offline stores). And the CHD provides this opportunity. Moreover, this organization assumes all the powers to constantly attract customers. Many thanks to the organizers of this project.

Which of the foreign and domestic designers do you look up to? Whose style is close to you? Do you actively follow someone's activities?

Among foreign designers, my idols are Balmain, Alexander McQueen, Philosophy di Lorenzo Serafini, Prada, Fendi, Alessandra Rich, and Oscar de la Renta. If we talk about Russian – Ulyana Sergeenko, Vika Gazinskaya, Alena Akhmadullina, and Igor Chapurin.

Do you think fashion has changed significantly in recent years? What does the modern consumer need?

I cannot say that fashion has changed significantly, even though there was a pandemic, and now many political events are taking place. A woman remains a woman and in any situation wants to be beautiful. Also, fashion is very cyclical. Many trends of past years have returned and are returning to us in a new modern interpretation: puffy sleeves, corsets, long dresses, and so on for a long time.

What are the future plans for the Olga Dzhulardova brand? Dreaming of opening a boutique in Moscow?

Plans – to develop in the given directions, which were mentioned above. Shortly, it is planned to create a website with the ability to order designer clothes and the development of accounts on social networks. In other words, the development of own points of sale is the main direction.

The Olga Dzhulardova brand boutique in Moscow is a big dream and a goal we are moving towards. We are sure that the day will come when this goal will be achieved, as there is a great desire and aspiration!