Braventru: A brand advocating reasonable consumption

WONDERZINE PRESENTS YOUNG DESIGNERS and tells where and how you can buy their things. Our heroine this week is Alina Kovaleva, founder of the Braventru brand.

In order to withstand competition, Russian brands are increasingly relying on a narrow segment such as knitwear, leather jackets, wedding or minimalistic clothing. A clear concept helps not only development, but also allows you to immediately find your loyal audience. Novice designer Alina Kovaleva, the creator of the Braventru brand, whose name is an abbreviation of the phrase "Be Brave and True", advocates the rejection of the mass market, with its millions of copies and the pace of conveyor production. Its audience is people who advocate rational consumption and sensible production.

According to her first education, Alina is a costume designer for film and television. She graduated from the art faculty of VGIK, but still while working on her diploma she entered the course “Fashion Design. Basic Course” at the British Higher School of Design. By the way, Kovaleva studied on the same course with Sveta Salnikova - about her brand fy: r we talked about last week.

The designer considers it important that The history of things and people was behind the production of clothes: “Slowing up the pace of production allows buyers to follow the entire path - from the first associations in the mudboard to packaging. Ascetic consumption helps us better choose and learn new things, keep small productions, more often family ones. Buy from real people, know where and by whom these things are made, from what materials. " A special place in the collections of Braventru occupy things with decor in the form of hand embroidery. For the brand, this is part of the philosophy - the revival of traditional crafts, the support of local producers and craftsmen.

Alina works on a permanent basis from an atelier in the near Moscow region - experimental samples of collections are sewn there: “Creating clothes in Russia is our main development goal. It’s not easy. More precisely, it’s even difficult, but any business requires close attention. We consciously refuse to participate in mass production. It is thanks to the efforts of local individual designers that domestic garment companies are developing. " Kovaleva’s big dream is to create her own full-cycle workshop, so that the brand’s team can respond and control the entire process of creating a collection, as well as cultivate new professionals, experiment and revive the old traditions of manufactories.

Braventru clothes are basic things of high quality with a well-thought-out design and attention to detail. As the designer herself says, they do not “distract”, but “complement”. All collections of the brand are made in a calm neutral range, although Kovalev admits that she is in search of the perfect bright color. All clothes - from shorts to dresses - blend perfectly with each other.

All fabrics are not purchased in Russia, so Braventru is dependent on the exchange rate: "Nevertheless, we are trying to keep the bar and not raise prices." The most expensive things are conceptual, those that came out in limited edition: such ones will cost 75 thousand rubles at most. Jackets and coats are asked for 10-35 thousand rubles for belt products, sophisticated dresses, shirts - 7-20 thousand rubles. Basic things without decor, concise form and color - no more than 5-10 thousand rubles. In the online store of the brand you can also find clothes from past collections at the sale and purchase items no more expensive than the notorious mass market.

Communication is always difficult - both at the beginning and now. Explain to other people why they love my business and invest their soul in the work they do. We must always be ready that they will not understand you and will do it in their own way, as they are used to. Be patient, and once again show and explain everything. So far, I cope with many tasks on my own. Making mindboards, sketching, initial patterns and layouts, sometimes even sending orders to clients. I like to personally participate in the process, but I understand that gradually I need to be delegated.