Odessa brand Jealousy: Huge jackets, hoodie and dresses
IN THE WEEKLY RUBRIC "NEW MARK" we present young designers and tell them where and why to buy their things. Our heroine this week is designer and director Tanya Muinho from Odessa. Together with the team, she makes practical and comfortable clothing in the spirit of the times under the brand name Jealousy.
Before the creation of the first Jealousy collection, the creator and creative director of the brand, Tanya Muiño, tried herself as a fashion photographer and stylist. Now, in addition to clothing design, she is also professionally engaged in directing music videos, for which the Ukrainian Vogue even made it to the list of "the five most fashionable Ukrainian music video makers."
The history of the brand is directly related to what Muino did before. Working as a stylist for Ukrainian fashion magazines, she constantly faced with the fact that things did not always look good in the frame: "I wanted to make clothes that I could use in the filming processes, and put on myself. I needed something bright, well-tailored, comfortable and ironic - this is how the idea of a dinosaur print appeared. " Prints remain an important component of the brand. True, now they look different: in our summer shooting of things of young Russian and Ukrainian designers, for example, there was a Jealousy dress with inscriptions, as if made with a pen. In the latest collection you can see phrases in Russian and English like “Try again”, “No promises” or just the name of the brand in capital letters.
It all began in a rather trivial way: in 2013, Tanya with a team of like-minded people made several samples, which immediately spread out among friends. Later, they decided to show a full-fledged collection at the Mercedes-Benz Kyiv Fashion Days: "Everything looked like self-indulgence, but gradually grew into a meaningful project called Jealousy."
As you can see from the lookbooks, the brand changed its direction radically several times before coming to a conscious concept. Now it’s just comfortable, high-quality clothing with interesting details that immediately attract attention. It certainly will appeal to those who want to buy a trendy high-quality thing at an affordable price. Periodically, the brand arranges sales in your account in the instragram, where you can find something from last year. True, it is difficult to refuse new models: unusual cuts, huge flounces, hypertrophied sizes, long sleeves and asymmetry are all traced in their latest collection.
Today, the brand has its own small production in Odessa, and the creator is looking for a factory for mass production. The most difficult thing at first was to debug the process, find suppliers of fabrics and organize shows and presentations without experience and a large staff. Now there are difficulties too, but they are at the positioning level: "It is difficult for us to control pricing due to rising prices for materials, but we try to keep them affordable." With access to the international market, a lot of time and effort is spent on quality control of large batches and meeting deadlines. Muinyo says it’s still hard for the team to organize online sales. Recently, a new problem arose, which the brand team regards as recognition - the appearance of fakes: “One of the sites sells t-shirts and sweatshirts with our prints. We felt a little Prada.”
With our prints and ironic details, we create a good mood and give you the opportunity to feel free to choose Jealousy clothes. In the morning, in our overseas hoodie, you can work in the office, and in the evening go to your birthday in an ultrashort red mini.
In our plans we also launch a line of outerwear. Our coats, coats and jackets are very popular lately. We are also fascinated by the possibility of entering the Australian market, since our bomber jacket with the inscription "The less I know the better" appealed precisely to Australian customers. We received a jubilee order from Sydney just the day before.
Photo: Jealousy