fashionistasista
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Just thought id post this as it sounds like she is quite well known in Russia, and is just about to start showing in Paris.
She recieved quite a good review from WWD and also the JC Report which i will post below.
Makashova, A Russian Tale
Moscow
Elena Makashova gave new meaning to the Soviet-era world when she established her trademarked line in 1999. Founded under the name of Shirpotreb, which literally means, "goods of mass consumption," her intention was to, "protest against eternal haute couture clichßs."
"In the early '90s, after the fall of the Iron Curtain and when unheard-of luxury flooded the country with glitter and fake gems, I felt I needed to stay close to original Russian design," explains Makashova. Today, she is one of Russia's most novel designers, an original talent who combines high fashion standards and creative ideas with moderate prices. As a result, her exclusive collections remain widely affordable.
When all the glamour of Western fashion burst into western Russia, Elena Makashova immediately lost most of her rich clients, who turned to glitzier labels. The "new Russians," who made fortunes overnight suddenly hated the idea of wearing, "fashion goods of original Russian design," recalls Makashova: "it was as if, for them, quality came from the West." Yet other clients - stars and influential intellectuals - have stayed loyal over the years. "They have a different mentality, they understand the work of designers such as Rei Kawakubo or Yamamoto and don't need gold and fur on every outfit," explains a local fashion critic. "Elena's clothes speak to the intellect."
This season, the self-taught, post-Soviet designer showed a military chic collection presented on models, most of which wore United Nations blue helmets. "Staging 19th-century petticoats, tank tops, UN helmets, and chunky military boots, Elena's approach to fabrics has something Japanese about it — scrunching linens and chunky cottons with treatments, and using them in asymmetrical observation-balloon coats, cut-off-at-the-knee jumpsuits, multi-pocket frock coats, lovely layered frocks, and great waxed canvas trench coats," comments Godfrey Deeny, editor of Fashion Wear Daily. Going for military chic can be famously cliché — even offensive — especially in a country where the Red Army is still in every mind, but Makashova's cutting skills and senses of style and humor turned the collection into one of the most inspired shows of Russian Fashion Week.
Looking towards Paris to present future collections, Elena Makashova is a name with a promising future. Need a touch of Ann Demeulemeester crossed with Yamamoto's fluid sense of proportions and soul-searching Russian romanticism in your wardrobe? Look for the cool wind blowing from Russia's Elena Makashova.
-Marie Le Fort
Photos:
Elena Makashova s/s '07
She recieved quite a good review from WWD and also the JC Report which i will post below.
Makashova, A Russian Tale
Moscow
Elena Makashova gave new meaning to the Soviet-era world when she established her trademarked line in 1999. Founded under the name of Shirpotreb, which literally means, "goods of mass consumption," her intention was to, "protest against eternal haute couture clichßs."
"In the early '90s, after the fall of the Iron Curtain and when unheard-of luxury flooded the country with glitter and fake gems, I felt I needed to stay close to original Russian design," explains Makashova. Today, she is one of Russia's most novel designers, an original talent who combines high fashion standards and creative ideas with moderate prices. As a result, her exclusive collections remain widely affordable.
When all the glamour of Western fashion burst into western Russia, Elena Makashova immediately lost most of her rich clients, who turned to glitzier labels. The "new Russians," who made fortunes overnight suddenly hated the idea of wearing, "fashion goods of original Russian design," recalls Makashova: "it was as if, for them, quality came from the West." Yet other clients - stars and influential intellectuals - have stayed loyal over the years. "They have a different mentality, they understand the work of designers such as Rei Kawakubo or Yamamoto and don't need gold and fur on every outfit," explains a local fashion critic. "Elena's clothes speak to the intellect."
This season, the self-taught, post-Soviet designer showed a military chic collection presented on models, most of which wore United Nations blue helmets. "Staging 19th-century petticoats, tank tops, UN helmets, and chunky military boots, Elena's approach to fabrics has something Japanese about it — scrunching linens and chunky cottons with treatments, and using them in asymmetrical observation-balloon coats, cut-off-at-the-knee jumpsuits, multi-pocket frock coats, lovely layered frocks, and great waxed canvas trench coats," comments Godfrey Deeny, editor of Fashion Wear Daily. Going for military chic can be famously cliché — even offensive — especially in a country where the Red Army is still in every mind, but Makashova's cutting skills and senses of style and humor turned the collection into one of the most inspired shows of Russian Fashion Week.
Looking towards Paris to present future collections, Elena Makashova is a name with a promising future. Need a touch of Ann Demeulemeester crossed with Yamamoto's fluid sense of proportions and soul-searching Russian romanticism in your wardrobe? Look for the cool wind blowing from Russia's Elena Makashova.
-Marie Le Fort
Photos:
Elena Makashova s/s '07
i really like her work, this and the previous collections
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