MyScream: Tender outfits of a young Russian brand
IN THE WEEKLY RUBRIC "NEW MARK" Wonderzine presents young designers and tells where and how you can buy their things. Our heroine this week is Lera Nikolskaya, the creator of the MyScream brand.
Three years ago, then another seventeen-year-old student Lera Nikolskaya founded a brand of T-shirts and hoodies with funny inscriptions #GOODNESSMARKET: the girl confessed her love of kitsch, simplicity and primitiveness in fashion. Now Nikolskaya decided to prove herself in a more serious way - she launched a new brand MyScream, the first collection of which included a variety of things - from pajama pants to dresses. The impetus for creating a new brand was the desire to go beyond the simplest form - T-shirts, because "images and ideas in my head did not fit into this framework."
At the moment, Lera puts all her strength into the brand and combines the work of designer, courier and PR specialist MyScream. Materials purchased in warehouses and stores in Moscow, and the production itself is located in the north of Moscow region. In creating things, Nikolskaya relies on concepts that are understandable and close to the audience: irony towards expensive designer things, youth, naivety and nostalgia. “When you are young, you like a lot of things - different things and styles,” the girl explains. “But you don’t fully understand what exactly is yours. You just choose things that cause emotions and seem cool.”
Inscriptions are still an important part of the brand. For example, in the catalog there is a sweatshirt with the inscription "Do you remember my scream?", In which - as in the name of the brand - the designer puts not so much sexual connotations as the right to his voice and opinion. The collection has a pseudo-biographical character and phrases like "I wear it for my ex (boyfriend)" - this is an appeal to a once-close person, a reflection on past relationships and a tribute to memories.
The eight items in the collection are just the beginning. Baby doll dresses in the style of young Courtney Love, huge hoodie with long sleeves, dresses in the style of the 90s, like the heroine of the television series "Sabrina is a little witch", and wide-shiny shiny pants. Nikolskaya says that MyScream is not so much a fancy experiment as a nostalgic experiment. Now things of the brand can be bought in the Wood Wood department in the Tsvetnoy shopping center. Their price is a sore point for the designer: "With our unstable currency, it is already unclear what is expensive and what is cheap." The most expensive item in the collection (there are only three of them) - a fluffy skirt in ruffles - will cost 17 thousand rubles, the cheapest - a t-shirt - can be bought for 4 thousand.
MyScream is a new brand of clothes for girls with big hearts filled with love and nostalgia - such is positioning. The first small collection of the brand I'm not 20 combines concepts such as infantilism and irony.
The process of creating a collection and launching it consists of many stages, each of which faces small difficulties, be it the lack of the necessary fabric, the reworking of patterns, the search for suitable production, the search for a photographer, and so on. But a separate item is an incredible amount of movement around the city in search of shops / warehouses / seamstresses In this case, the most difficult thing now is to keep the interest and the first delight of the collection from the audience. I put a lot of soul into these things so that they were not only beautiful, but also high-quality.
Photo: Eric Panov