Measure: Modest and trendy clothes from Dagestan
IN RUBRIC "NEW MARK" we present young designers and tell them where and why they should buy their things. Our heroines this week are Zainab and Zuhat, responsible for the brand Measure.
We have already written about the direction of modest fashion (literally - "modest fashion"), is gaining momentum around the world; First of all, these are clothes that Muslim women can wear. In Russia, despite the abundance of specialized stores, trendy brands with the modest amendment are still difficult to find. Yet demand creates supply: one of the most interesting young brands working in this direction is Measure. Its founders Zainab and Zuhat come from Dagestan and in 2015 graduated from the Dagestan Art College named after them. M.A. Dzhemala on a specialty "costume design". Unusual things Measure are focused both on Muslim, and quite secular audience.
Not all girls who adhere to Islam dress strictly, so many young brands offer a freer interpretation of the hijab - that is, Muslim clothing: "It is important to remember that clothing should not only be closed, but also wide, muted colors that do not attract increased attention. We We try to follow this and improve with each new collection, "say the designers. At the same time, the brand's things are quite in line with current trends: voluminous, but not unprincipled - with a cunning design and details like ties on the sleeves of blouses or contrast inserts on bomber jackets.
"It was very difficult for us to find clothes that would not go beyond what is permitted in Islam and at the same time would look stylish, without rhinestones and excessive decor," the foundress admits. The girls call themselves “outsiders” of the Dagestan public: “Our approach to visual content, stylized lookbooks, to beauty is very different from what we love in our homeland. Yes, there is a percentage of people who understand and share our vision, but here it is minimal ".
Zainab and Zuhat seek to make affordable clothing without compromising quality. Closed free models take a lot more fabric than fitting, moreover, a lining is often needed so that the outfit does not shine through. The result is a double consumption of material, and an increase in sewing time. Such nuances can not affect the final cost: prices range from 5 to 15 thousand, and you can buy things by writing in the brand instagram.
