ENGLISH SUMMARY
A tender power of Sosters
In an exclusive interview for The M.O.S.T. magazine, Nigar and Ayten, the founders of SOSTERS fashion brand, spoke about love. Love of fashion, love of sisters, and love of what they do.
The M.O.S.T.: Tell us what brought you to the fashion world?
Ayten: Both Nigar and I adored fashion since our childhoods. We tape recorded all of the famous designers’ fashion shows from that time period, and we knew all of the collections and models. We even organized and filmed our own amateur fashion shows at home.
Nigar: We subscribed to the “Top-Model” magazine from Moscow and read every issue from A to Z, memorizing every single page. So, yes, we have had a passion for this since our childhood.
The M.O.S.T.: SOSTERS means “sisters” in the Scandinavian language. Why did you choose a Scandinavian name?
Nigar: We had no idea that SOSTERS is a Scandinavian word. We have a whole story with the name, and it is very millennial. I love my Instagram, honestly (laughs). Once, when Ayten and I were taking and posting photos, we were agonizing over a good hashtag for a long time. We came up with SOSters, a play on “sisters” and the SOS signal. We have always been there to support each other, and on social networks, we consistently share the phrase SOSters.
The M.O.S.T.: How do you position your brand?
Ayten: We would like that any woman or girl could buy our dresses. One of our most pressing desires is that every woman in the world has something from SOSTERS in her wardrobe. Therefore, we created a very democratic pricing policy so that everyone can afford our brand’s products. The bottom line is that a female student could wear our dress with sneakers to go to classes, and then change into heels and visit a party in the same dress.
Nigar: Regardless of a woman’s status, wealthy, struggling, adult, student, or businesswoman, the main thing is that she can afford to look feminine and beautiful.
The M.O.S.T.: Your brand was founded just one year ago, in 2017, but it became popular rapidly. What advice do you have for a beginner fashionentrepreneur?
Ayten: I think the most important thing is to believe in yourself. If you do something with love, then everything will work out. People usually go with safe choices, becoming lawyers, engineers, and doctors. No one wants to think, “Who am I?” Nigar and I found ourselves and what we love the most.
Nigar: I want to add that getting into the fashion industry was much more difficult in the past. I truly respect such well-established brands like Dior and Chanel. In the 21st century, everyone has a chance to break through. Previously, you had to meet certain criteria for creating a brand. All that is needed now is to open an Instagram page. There are a lot more opportunities for self-realization. Though you, of course, must have talent.
Покинув французский дом Givenchy, итальянец Рикардо Тиши почти два года держал поклонников своего творчества в состоянии модной депрессии, лишь иногда подбрасывая небольшие бонусы в виде кроссовок, созданных в сотрудничестве с Nike. И вот в этом году он занял кресло креативного директора в легендарном британском доме. Первый блин не вышел комом. Тиши решил сосредоточиться на изысканности, которой, по его словам, из-за всеобщего интереса к стритвиру модной индустрии сейчас не хватает. Те, кто ждал, что дизайнер уведет бренд в сторону готического романтизма, были немного удивлены, когда на подиуме появилась Кэтрин Макнил в кружевном топе в горошек и плиссированной юбке с принтом в виде фотографии девушек викторианской эпохи. Сверху на ней было надето плетеное пальто в неизменную фирменную клетку.