Wardrobe Ivetta Makarova

Magazine / Persona / Wardrobe

A person

Wardrobe

Ivetta Makarova

The first heroine of the "Wardrobe" column is Yvette Makarova. The cover girl of Harper's Bazzar and Elle, co-founder and ambassador of WOSK1147, captain of the women's hockey team and co-founder of LILAB brand. WOSK1147 peeked into Yvette's closet to show you the most prized pieces from the collection and talk about the heroine's main shopping principles.

Principles

When I think about buying clothes, I subconsciously set guidelines. For me the brand is not the first thing I look at when choosing clothes, I pay attention to details, cut, style, accessories, fabric. I just follow my instincts and don't focus on trends.

Misenscene dress

Shopping today is...

Moreover, after delivery, the manager of the online store will ask you if you like the product and if you are happy with everything. It's a nice virtual bonus, replacing real service with technological comfort.

The most important thing for me is saving time and comfort. Today I can definitely say that I prefer exclusively online shopping. You can walk on a treadmill and order on the app, at the end of your workout, the thing will be delivered right to your doorstep. Without queues, unnecessary rush and resulting doubts about the purchase. It takes about 5 minutes to make a purchase in the online store through WOSK1147.

Things that people used to have to fly to other countries for can now be purchased from the comfort of their own homes. Now the market is becoming global, unified, and multichannel.

A conscious choice

The choice in favor of vintage clothing or jewelry has long ago moved from a type of experimentation to the section of good habits. Vintage items that have survived to this day will not cease to be relevant after a season, as often happens with fast-fashion. At WOSK1147, we are launching a section with vintage clothing that you can buy soon.

Misenscene top Fantome Design pants

The world situation has changed a lot

Isolation set the new rules of the game. The number of opportunities to visit stores offline decreased drastically, and everyone began to buy online. Being within the confines of their own apartments for such a long time, one wanted to find some new and different brand that would add freshness to the abundance of gray everyday life. Many of my buddies, myself included, began to look out for clothes by local, EU designers, but it was only realistic to buy offline, in a store, or through an Instagram account.

Most similar "store" pages have no
This creates an additional inconvenience, and the only payment option is a transfer to a person's card. In this case, the buyer is in no way protected from fraudsters. From time to time the clothes themselves were different from the declared characteristics. In the worst case, the seller could basically disappear.

We started developing Wosk1147 even before the pandemic and the situation in the world has only confirmed that our project meets the demand of many consumers. For the convenience of instant shopping the marketplace team has developed a conceptual application for IOS and Android and aims to collect more than 1000 brands and manufacturers from CIS countries. We have assembled a strong team, cooperate with designers all over the world, actively expand our directions and are always on the lookout for new faces.

Rusha Costume

About the philosophy of LI LAB

For me, the topic of balance is now the main and fundamental one. I wanted to embody my search for balance by creating the brand LI LAB. Lera Zhuravleva and I wanted to help girls find their unique feminine style through a well-considered closet base. To be stylish is to feel comfortable and natural in your image.

Brand Principles:

Our main mission was to create a combinable base for LI LAB Girl to complement her daily activities. With our brand you can equally confidently go for a walk on the most fashionable streets of Moscow, and spontaneously fly to the Maldives. Because we know what a woman wants!

About the choice in favor of designers

Often my choice is related to the desire to support designers from Ukraine and Georgia, and other neighboring countries.
We have a lot of talented people and projects, and we have something to show the world.

The market is rapidly developing and the fashion industry is preparing for a qualitative leap.

Interest in brands is growing all over the world. At the same time, I would point out that the model of clothing consumption has changed everywhere: small brands have become relevant in many countries, and this trend is growing.

We would like to finish our conversation with a couple of recommendations from our favorite designers in CIS:

1. Ukrainian brand TTSWTRS-Anna Osmehina. I buy all
things from new collections, my last purchase was an
Incredible trench coat with a print of a dark-skinned girl silhouette.

2. Fantome Design.
They specialize in leather clothing, which is a material I adore and often give my preference to a total leather look.

3. RASARIO is Racida Lacoba's brand of evening gowns. Several years ago Rasida invited me to shoot an advertising campaign for her brand's cruise collection and I fell in love with the stunning evening gowns. Since then I always buy dresses from her brand for important events and for going to the Bolshoi Theater.

4. Marianna Senchina
A brand I love in 2020, delightfully feminine and romantic collections.

5. George Keburia
Last on the list, but not the priority, is one of my favorite Georgian
designers, and his eyewear collection is awesome.

TTSWTRS Trenchcoat