Yuri Anatolyevich Ananyin graduated from Yesenin Russian State Pedagogical University with a degree in German and English, then MARKHI, Faculty of Environment Design.

For more than 10 years he worked in showrooms of Dutch and German brands, helping clients with individual selection of collections for stores and corners. As a marketer, he organized the work of stands at international exhibitions, produced shoots, supervised the release of a corporate magazine; created Russian-language versions of the websites of the brands represented, wrote content for social networks, led an author's column in the Fashion magazine. Conducted consultations with clients on the opening of single-brand stores, in the preparation of a budget and sales plan, purchase of equipment, etc.

To date Yuri is a partner in the communication agency HYGGE, where he helps brands find partners in the Russian market. He also runs his own blog @style_doesmatter on Instagram, conducts webinars on men's style, works as a personal shopper.