On the eve of the competition "Fashion of Russia",which will be held within the framework of the 51st Federal Fair "Tekstillegprom",the nominee of the award "Fashion of Russia", founder and designer of the trademark Shy.Sha Yulia Matyukhina told about the concept of her brand, about the new collection and why she chose this project for her presentation.

Julia, tell us about your production and creativity.

After graduating from the Faculty of Applied Arts of the Kosygin Moscow State Technical University, I entered graduate school and focused on private clientele and showrooms. Participation in numerous fashion events, contests, festivals of young designers motivated me to experiment with the cut and structure of the fabric, to deeply study the history of the costume. Models from various competitive collections were distributed to customers, expanding the geography of recognition.

I tried to find harmony between the shape of the product and the material. The victory in the International Competition of Young Designers "Admiralty Needle" in 2015 was the first major success. I developed the following exclusive collections in parallel with my work as a leading designer in the design bureau "Emotions". I gained invaluable experience in professional development in an intellectual, "atmospheric" team of artists under the guidance of Professor V.V. Zhuleva. A fruitful "romance" with production, creative trips to Italy helped me to find my place in the stylistic turmoil of diverse fashion.

Since 2016, I have been developing my own TMShy.Sha by organizing a mini sewing workshop.

Brand concept Shy.Sha This is a synthesis of ergonomically adapted historical cut and deep traditions of the ornamental culture of the Russian costume of the pre-Petrine era. The DNA of the brand is grace, uniqueness, touching. The model is not faceless, but filled with history.

The first year of the brand Shy.Sha  presented exclusively seasonal lookbooks, and since 2017, personal shows have been regularly held in Moscow, Kazan, Ivanovo.

In 2018, Shy.Sha released two limited collections, which were successfully implemented. The circle of clients is replenished every season due to new cities in Russia.

– What are you going to the contest with «Fashion of Russia»?

– At the competition for the award «Fashion of Russia» I present a collection of women's clothing «Old-new, foreign-native» pret-a-port of the season «autumn-winter 2018/19» own brand.

Creativity is a mysterious process, the source of inspiration for a designer can be both his own thoughts and the outside world: a fleeting phrase, nature, historical costume, as well as ideas and images of past years.

The era of mass sports influence in fashion has led to the fact that convenience in clothing is valued above beauty. What can I offer a woman in jeans and sneakers? 
My heroine goes outside, like a stage!

The bright theatricality of the models is compensated by the architectural rigor of the form, which "follows" the figure, emphasizing all the constructive belts. The feature of the collection is the total completeness of the models: coats, jackets, jackets, dress suits, jumpsuits. Heuristic combination of elite velvet and natural fabrics, leather, fur, embroidery decoration using the best craft techniques and close attention to quality help to create a multifaceted image of a girl from a modern metropolis.

– Why did you choose the contest «Fashion of Russia»? What will he give you?

– The international competition «Fashion of Russia» has an impeccable reputation and an impeccable organization. Many Russian and foreign companies have already taken advantage of the catwalk "Fashion of Russia" as an excellent opportunity to promote their brand, some of them have become regular participants. For young brands, the platform "Fashion of Russia" This is a springboard into the big world of fashion, so I decided to try my hand at such a large-scale project.
 

–Your future plans? Production, creative?

I am a patriot of my country, I dream of the flourishing of the textile and light industry. In addition, in order to stay in the profession, a designer must have a commercial flair and adapt his ideas to the conditions of a particular market. I want to be useful to people, improve TM Shy.Shaand develop my business.

We remind you that the XII competition for the award "Fashion of Russia" will be held on September 19, 2018 as part of the 51st Federal Fair "Tekstillegprom" in Moscow, at VDNH.

Photos provided by TM Shy.Sha