LOH apparel: Pink coats and kimono from Minsk

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 model and designer Yolli Darkovich from Minsk. Together with the team she makes practical and interesting clothes in the spirit of the times under the brand LOH apparel.

Behind the nontrivial name of the LOH apparel is a young Belarusian brand. Her creator, Jolly Darkovich from Minsk, is inspired by everything and follows the rule “everything fits to everything”. Her first full collection consisted of a jacket embroidered with sequins and fringed, a jacket made of vinyl, a coat of a dressing gown with a floral print — everything is original, wearable and not pretentious in its own way. Judging by the only promotion tool - instagram, the brand already has its own audience, which is very sensitive to micro-trends. Fur coats from faux fur, things with inscriptions, cropped trousers with “tassels” are easy to imagine along with basic things from the mass market, as well as with others from the LOH apparel collection.

Yolli admits that she took up the design of clothes by chance, went on trips and lived without a house for two and a half years: “Sewing started just at this not very suitable time. I tried to bring fabrics from anywhere and record experience and impressions of the experience.” The impetus for creating a brand for a girl, according to her admission, was not, everything happened smoothly and as if by itself: "The clothes gradually sewed, and over time it became clear that there was already too much of it, but for some reason I myself did not dare to wear it ". The girl notes that in Minsk it is difficult to look as you like. These arguments and brought her to the idea of creating a brand. “If I can't wear all this, then maybe someone will succeed,” the designer decided.

Fabric Yolli finds and chooses herself, and most often brings from travels. For the most part from Brest, which she calls "her own textile mecca." Now there are three people in the team of the brand: Yolli herself, Dasha - the designer and the tailor - and Kostya - the person responsible for the financial component. The story of a thing begins with a material: “After buying a fabric, I lay out a circle of material and sit down to think what can come out of each cut.” Previously, the girl made sketches, but over time they worked so well with the designer that the need for this disappeared: "She understands absolutely everything, even if I just wave my hands in the air."

Pricing policy for the designer is not paramount, but important. At first, we did not think about the financial component, but, of course, the brand is far from being a charity project. Costs are inevitable, and the price of things consists of the cost of materials and complexity of the design. The easiest way to buy clothes is to write to the brand team directly on Instagram or Facebook. As Yolli says, global plans are shaped as they happen, while local ones are unchanged: do not stop doing what you love. Such a philosophy can not bribe.

Now we are still at the very beginning of the story. For me, the most difficult was and remains the moment when you need to let go of things. All of them - a strong personal experience, reflection on the theme of time and the world around. I am absolutely in love with everyone. But I do not lose composure, in the end it’s stupid to think that pants are so important.