Harmony at work is largely based on personal happiness. Your husband
Evgenia, Yulia considers her the most reliable friend and irreplaceable assistant in her work, a person who gives her mental and household comfort.

-How is the birth of your models, collections?

I usually do a lot of sketches, draw the same thing endlessly, and then choose the best one. But the first option is very often the best! Then it comes to working with fabrics (always of the highest quality), a lot is also created using a dummy method. Inspiration comes from everywhere: from travel, books, music, but the main thing for me is still that person, that individuality for which the thing is intended.

-What was your first thing?

Of course, I sewed it myself! In high school, it was such a simple folk blouse with embroidery. I wore it with jeans and it was very bold. Then I realized for the first time that non-standard attracts attention, it is worth putting in just a little effort; after all, that little thing was quite simple, sewn literally from two squares of fabric.

- Have you always loved sewing?

No, quite the opposite. To be honest, I didn't like sewing at all. I imagined such an ideal image of a fashion designer who deals only with sketches. This is the merit of my mother - she "grounded" me in an amicable way, instilled in me the necessary habit of sewing. She was a great fashionista and always dressed at dressmakers. Already at the age of 15-16, I did not like the standard clothes from Soviet stores, and my mother allowed me to sew at the dressmakers according to my own sketches. And very much in my distant childhood, I had a real mania: a whole detachment of dolls and bobbleheads, which I endlessly dressed up (I sewed myself, of course).

-Is it difficult to become a fashion designer?

I have always loved to draw, but I never imagined that I would become a fashion designer. After art school, due to various circumstances, I did not enter the Moscow Institute of Technology. At first it seemed to me the strongest grief, just a blow; one of the best students to go not to a university, but to a school! Only years later, I appreciated the value of those unique skills, the practice of cutting and sewing that I received there. Recently I was asked how I managed to build all this - a house, a reputation, a circle of clients, a level? In general, nothing special, just ... it took 10 years. Nothing is given just like that, everything has to be earned, and honestly, but there is no manna and golden rain!

-Fashion and the 80s, stagnation, provinces ... How could this be combined?

Then, of course, it was very difficult - no information, no opportunities. We, several design artists, united and on our own tried to change something, to promote it in our "common fashion business". We believed that we were obliged to bring culture to the masses, to "bring fire upon ourselves," that is, to show by our own example. They dressed as they saw fit, and on the street invariably caused shock with their appearance. And this does not mean at all that we looked pretentious, overly extravagant, by no means. It was just that any well-dressed people were perceived as outcasts. It was a real struggle, and I felt I had to do it. More than once I returned home with tears: why, why is there so much aggression in the world?

-How did you decide to move to Moscow?

When already in 1989 I managed to open my own private company "Yulia", most of the clients were from Moscow. I had to work very hard to survive elementary, but it was a great school. And when it became too difficult to constantly travel, and it also coincided with perestroika, when life began to bubble up here, a stream of information, interesting events, opportunities poured in, my family and I decided to move to the capital. Our rented apartment became the first salon; gatherings in the kitchen, conversations between fittings - in fact, such a good "home", personal style remains with us to this day.

- Why do you, the owner of a prestigious salon, which can hardly cope with orders, to release two more seasonal collections annually?

I showed the first collection in the early 90s in the then popular club "Arlekino". As such, she was not there, but Alexey Danilov suggested that I somehow collect my things for one evening from clients and arrange a show. Everyone met halfway and, to my surprise, the show was received extremely well.

Seasonal collections are an incentive for our House. After all, we are obliged to be superior to our clients in terms of creativity, an artist is always an authority. Nobody is interested in why you didn’t make a collection, if you work, then you should have it, if you are developing - provide proof of that. You can completely and completely devote yourself to orders, clients, earn your own bread and butter, but this way you will remain in place. There is no creativity without evolution. My calling card is a pantsuit. Any woman who comes to me, regardless of proportions, has it. This is a very complex construction, and we are proud that this is the first thing we do to a new person.

-What makes you happy in your work?

I am absolutely sure that I will make a woman more effective than she is. It is in my power, and I am happy that my clients also trust me. Earlier, in my youth, I was worried, fussed, invented different versions for the client, compared. Now I look at the person carefully and know exactly what is needed. In youth, you assert yourself more, you dream of glory that does not exist. But here it is - and you no longer need it, you have found another, true pleasure. Only years later, there is a reverse reaction: you begin to enjoy the fruits of previous sacrifices, work, successes and mistakes. And if you really do your best, if you are honest in your craft, it definitely gives a return. Those changes, transformations that happen to women after meeting our house are a real impulse for me! Sometimes I even feel uncomfortable with the sensations that I get. It would seem that so many years have passed, but the "freshness" of the sensations does not go away.

-Do you regret any missed opportunities, tempting offers?

I do not regret any offer that I refused, each one for me is like a reward, recognition. I didn't have to fight the temptation, break myself. I always think a lot and try not to neglect my principles. Probably, I owe this to a serious crisis that happened to me in my youth. A lot of trials fell on me, then a girl "in pink glasses". There has been a real reassessment of values. I began to look deeper at life, at people, to understand them better. Everyone has their own path, their own priorities: you can sell your freedom - / and at some point your partners will still dictate their terms, because you depend on them. I create within the framework that I set myself. We are expanding, opening a boutique, but not because we are "lucky", but because we have earned it. Now it's my turn.

-Where do you get your strength from?

My main support and support is my husband Eugene. He is not only the commercial director of Yulia Yanina's salon, without him my work would have been impossible. I put a lot of energy into my work, both physical and mental. For full-fledged self-giving, I need a source of energy, and this source from the age of 16 for me is Eugene.

Christian Dior and Chanel. I'm the kind of person who needs to watch movies with a happy ending; you look, and it seems that you can move mountains. Gabrielle Chanel has come an amazing way, she made herself. Despite everything that she had to go through, out of nothing - to the very top. A completely different favorite image is Dior. Such a vulnerable, lyrical, bright person who splashed out dazzling beauty to the world. In general, the end of the 40s, 50s is the standard of beauty for me.

-Who do you like from your Russian colleagues in a friendly and professional way?

Perhaps, of all, I would single out Igor Chapurin and Andrey Sharov.

-How do you dress - do you sew or go shopping?

This is a fundamental question - I am always in my own models. Showcase itself (laughs).

-What are you dreaming about?

My dream is my present. For a long time I dreamed of an ideal Fashion House, of free creativity. And not only dreamed, but believed - and today my dream has come true.

And now, as promised about the second house "Yanina", but in Russia.

The style of Yulia Yanina's jewelry collection is very close to the Handmade style, although their inherent chic and gloss will immediately give out collectible jewelry. Julia is a world-famous fashion designer and, like all fashion designers, tries to make her own jewelry collections for her seasonal shows.

Yulia Yanina, the head and designer of the Fashion House, began her fashion career with mastering the basics of tailoring, and simultaneously improved her knowledge at the Moscow Institute of Textile and Light Industry. Since 1993, having settled in Moscow, Yulia Yanina soon became one of the most famous Russian fashion designers.

Today, the regular customers of the Yulia Yanina Fashion House, located in the very heart of Moscow, near Red Square, are representatives of the business elite, famous journalists and politicians, and socialites. Products and accessories of the Yulia Yanina Fashion House are also present in the collections of Princess Stephanie of Monaco, Baroness Natalie de Rhodschild, Mrs. Roya Surdo, wife of the Italian Ambassador to Russia.

“True luxury is close to me, really expensive, graceful things. My dream is my present. For a long time I dreamed of an ideal Fashion House, of free creativity. And not only dreamed, but believed - and today my dream has come true, ”says Yulia Yanina. She considers Valentino and Dior to be her teachers - their influence is noticeable in the thoroughness with which Julia selects fabrics, in the filigree finish, in the precision and severity of the details. In her collections, Ioannina always remains true to the classic style, interpreting it in accordance with the fashion trends of each season. Julia dresses only in her own clothes. Julia's muse is her husband Eugene, who is also the commercial director of her salons.

Seasonal shows of collections that are united by common values ​​and traditions of the Fashion House - handmade, individual approach, elegance and dignity in everything, are held 2 times a year, traditionally in the most beautiful halls of Moscow: Kremlin Armory, National, Metropol, "Savoy" and others, and it all started in 1989 with the "Julia" salon in Saratov and with my mother's advice that you need to dress fashionably and not gray. Today the Fashion House proudly presents three independent collections.

Yulia Yanina is a rare case for Russia: in her translucent dresses, not only the domestic elite, but the whole of Hollywood flaunts in her translucent dresses, from Gigi Hadid to Gwen Stefani. And Julia told us how to dream correctly, why Moscow is dangerous and what Kate Hudson is like in life.

As a child, I wanted to become ...

I once dreamed of becoming a ballerina: I probably liked ballet outfits. True, I did not have the data for this: I was engaged in rhythmic gymnastics, but it did not work out with dancing. But my dad encouraged all my hobbies - and even once gave me a ballet tutu and pointe shoes. Dad also traveled a lot and brought me dolls from business trips, which were in short supply at that time. And I sewed clothes for them: it was simply not possible to buy doll dresses. It was then that it became clear that I would become a fashion designer. Scarcity, you know, stimulates creativity.

Yanina Couture in a nutshell
Three whales that hold our fashion house - l family anniversary, love of a team, love of grateful customers... Without love, nothing will work out at all, never. They come to us for her. We give girls a couture fairy tale, a feeling of happiness. It is very important.

About shopping

I only wear Yanina brand, excluding accessories. We, of course, make them too, but sometimes you want to pamper yourself with shopping - just for the sake of the process of going shopping and buying shoes.

About pleasures
At work, the happiest moment for me is when a girl receives a ready-made dress, looks at herself in the mirror with admiration, claps her hands, laughs, rushes to hug the designer and me. So much emotions! Pleasure outside of work? I love it when my family gets together. True, now it is difficult to gather everyone: someone will definitely be on a business trip.

The first thing created from your sketch

I composed the first dress for myself: I didn’t like the school uniform. My mother and I went to the studio, and there we sewed an outfit according to my sketch. The dress was safari-style, but made of wool so that no one would be outraged at school. And it also came with a luxurious white apron - for the front exits. The ready-made store aprons had a very small frill, but mine came out voluminous and lush.

The most daring decisions

Moving to Moscow. You go nowhere - to a place where no one knows you, no one needs you, no one loves you. With a root, with pain you tear yourself away from the family - this is the saddest thing. I often say that Moscow is not the easiest city for beginners. Winners are loved here. This is the place for those who have taken place. So it is important to immediately present yourself correctly, to declare yourself. I will write about this someday in a book.

Top tip for young designers

You have to be a dreamer. It all starts with a big dream. Not from budgets, not from investors, not from opportunities - these are all excuses for the lazy. No dream means no goal.

What to do when you want to give up

I am by nature an optimist and a dreamer - it helps. In difficult times, I always tried to come up with some kind of small star in front, which would allow me not to think how awful everything is now. Rebirth after deception, betrayal, failure - it's so wonderful! You cope, move on, and at one point you just become unsinkable. Failures must be passed with honor: if you do not know what unhappiness is, then you will not be able to rejoice in happiness. If you give a person all the good at once, you can put an end to him: where should he develop further?

About dreams

Ten years ago, I told the team: "Girls, I think, will soon recognize us in Europe, and at our shows they will applaud in the capitals of the world!" And she thought: "My God, is it really possible?" It turned out to be possible. Once upon a time I could not even think that we would dress princesses, but now Carolina is coming out in our dresses. Monaco, Camille De Bourbon, Nicoletta Romanoff... Everything is possible.

About faith

Everything is fair in life. The point is that the reward for what you give does not come immediately. But know: she will definitely come. The main thing is to be devoted to your work, to your team, to people who trust you with life. And of course, to the family: family is what gives you the strength to cope with all the failures.

About working with the stars

It is surprising that now there is a huge selection of great brands in the world, but for some reason people turn to us. They write letters from all over the world, travel to distant lands. My eldest daughter is in charge of international relations. She can call me in the morning: “Mom, you have no idea! Gigi Hadid in our dress! " Or: “Mom, urgently open the Internet! Kate Hudson! " Kate is incredible in general, we met her recently in Cannes. And here's what's interesting: we always have some images of our favorite actresses and heroes in our heads. It is very pleasant when, when we meet, it turns out that they are in real life. So, Kate Hudson just fascinated me with how natural and lively she is. The sweetest person, joyful as a girl. So many emotions and happiness - splashes from the eyes! Such sincerity!

Favorite designer

My main teacher, not even not, the mentor of my soul is Christian Dior. I read a lot about him, and he turned out to be somehow ... spiritually close, or something. Dior was very vulnerable, believed in signs, in horoscopes, loved balls, holidays - a fairy tale. I was fascinated by his words that since the godmother of Cinderella disappeared, only couturiers are able to make dreams come true and transform.

Your motto

It's simple: "We were born to make a fairy tale come true."

Favorite color
Black and white.

Favorite historical era
50th. New look.

Favorite book or movie

There was a period in my life when Scarlett O "Hara had a strong influence on me: in my youth I read" Gone with the Wind. "Then, of course, went Zola, Balzac, Stendhal, Merimee ... From the Russians I love Yesenin very much, from the more modern French - Françoise Sagan.

I like Cate Blanchett - a talented actress and woman who positions herself very well. We even had one fitting, but, unfortunately, it did not work out: we had to dress Kate for the Australian film festival, and the dress did not fit. There was no time to correct it.

And from the heroines of the past, I would love to dress Grace Kelly, Vivien Leigh and Audrey Hepburn.

In a word, the collection "a la rus" evoked mixed emotions in me. On the one hand, this is a very successful attempt to popularize Russian art in the fashion world. On the other hand ... well, you cannot treat art so carelessly, which has such an ancient and deeply symbolic history. Especially not a fashion designer who considers himself a Russian person.

A private show was held yesterday at the Savoy Hotel, which was organized by designer Yulia Yanina for her regular clients and friends. The presentation of the Yanina Couture cruise collection took place in the format of a light party, which briefly transported the audience from rainy Moscow to the French Riviera's Cote d'Azur.

The outfits are quite in the spirit of the prestigious European resorts. Lightweight sundresses for walking along the embankments, colorful tunics with hand-embroidery for hot beach parties, dresses decorated with floral prints, so necessary for a perfect holiday.

The designer offers a varied color palette - it contains both white and pale pink, and rich rich shades of blue, purple and emerald.

previous post on the topic:

-How is the birth of your models, collections?

I usually do a lot of sketches, draw the same thing endlessly, and then choose the best one. But the first option is very often the best! Then it comes to working with fabrics (always of the highest quality), a lot is also created using a dummy method. Inspiration comes from everywhere: from travel, books, music, but the main thing for me is still that person, that individuality for which the thing is intended.

-What was your first thing?

Of course, I sewed it myself! In high school, it was such a simple folk blouse with embroidery. I wore it with jeans and it was very bold. Then I realized for the first time that non-standard attracts attention, it is worth putting in just a little effort; after all, that little thing was quite simple, sewn literally from two squares of fabric.

- Have you always loved sewing?

No, quite the opposite. To be honest, I didn't like sewing at all. I imagined such an ideal image of a fashion designer who deals only with sketches. This is the merit of my mother - she "grounded" me in an amicable way, instilled in me the necessary habit of sewing. She was a great fashionista and always dressed at dressmakers. Already at the age of 15-16, I did not like the standard clothes from Soviet stores, and my mother allowed me to sew at the dressmakers according to my own sketches. And very much in my distant childhood, I had a real mania: a whole detachment of dolls and bobbleheads, which I endlessly dressed up (I sewed myself, of course).

-Is it difficult to become a fashion designer?

I have always loved to draw, but I never imagined that I would become a fashion designer. After art school, due to various circumstances, I did not enter the Moscow Institute of Technology. At first it seemed to me the strongest grief, just a blow; one of the best students to go not to a university, but to a school! Only years later, I appreciated the value of those unique skills, the practice of cutting and sewing that I received there. Recently I was asked how I managed to build all this - a house, a reputation, a circle of clients, a level? In general, nothing special, just ... it took 10 years. Nothing is given just like that, everything has to be earned, and honestly, but there is no manna and golden rain!

-Fashion and the 80s, stagnation, provinces ... How could this be combined?

Then, of course, it was very difficult - no information, no opportunities. We, several design artists, united and on our own tried to change something, to promote it in our "common fashion business". We believed that we were obliged to bring culture to the masses, to "bring fire upon ourselves," that is, to show by our own example. They dressed as they saw fit, and on the street invariably caused shock with their appearance. And this does not mean at all that we looked pretentious, overly extravagant, by no means. It was just that any well-dressed people were perceived as outcasts. It was a real struggle, and I felt I had to do it. More than once I returned home with tears: why, why is there so much aggression in the world?

-How did you decide to move to Moscow?

When already in 1989 I managed to open my own private company "Yulia", most of the clients were from Moscow. I had to work very hard to survive elementary, but it was a great school. And when it became too difficult to constantly travel, and it also coincided with perestroika, when life began to bubble up here, a stream of information, interesting events, opportunities poured in, my family and I decided to move to the capital. Our rented apartment became the first salon; gatherings in the kitchen, conversations between fittings - in fact, such a good "home", personal style remains with us to this day.

- Why do you, the owner of a prestigious salon, which can hardly cope with orders, to release two more seasonal collections annually?

I showed the first collection in the early 90s in the then popular club "Arlekino". As such, she was not there, but Alexey Danilov suggested that I somehow collect my things for one evening from clients and arrange a show. Everyone met halfway and, to my surprise, the show was received extremely well.

Seasonal collections are an incentive for our House. After all, we are obliged to be superior to our clients in terms of creativity, an artist is always an authority. Nobody is interested in why you didn’t make a collection, if you work, then you should have it, if you are developing - provide proof of that. You can completely and completely devote yourself to orders, clients, earn your own bread and butter, but this way you will remain in place. There is no creativity without evolution. My calling card is a pantsuit. Any woman who comes to me, regardless of proportions, has it. This is a very complex construction, and we are proud that this is the first thing we do to a new person.

-What makes you happy in your work?

I am absolutely sure that I will make a woman more effective than she is. It is in my power, and I am happy that my clients also trust me. Earlier, in my youth, I was worried, fussed, invented different versions for the client, compared. Now I look at the person carefully and know exactly what is needed. In youth, you assert yourself more, you dream of glory that does not exist. But here it is - and you no longer need it, you have found another, true pleasure. Only years later, there is a reverse reaction: you begin to enjoy the fruits of previous sacrifices, work, successes and mistakes. And if you really do your best, if you are honest in your craft, it definitely gives a return. Those changes, transformations that happen to women after meeting our house are a real impulse for me! Sometimes I even feel uncomfortable with the sensations that I get. It would seem that so many years have passed, but the "freshness" of the sensations does not go away.

-Do you regret any missed opportunities, tempting offers?

I do not regret any offer that I refused, each one for me is like a reward, recognition. I didn't have to fight the temptation, break myself. I always think a lot and try not to neglect my principles. Probably, I owe this to a serious crisis that happened to me in my youth. A lot of trials fell on me, then a girl "in pink glasses". There has been a real reassessment of values. I began to look deeper at life, at people, to understand them better. Everyone has their own path, their own priorities: you can sell your freedom - / and at some point your partners will still dictate their terms, because you depend on them. I create within the framework that I set myself. We are expanding, opening a boutique, but not because we are "lucky", but because we have earned it. Now it's my turn.

-Where do you get your strength from?

My main support and support is my husband Eugene. He is not only the commercial director of Yulia Yanina's salon, without him my work would have been impossible. I put a lot of energy into my work, both physical and mental. For full-fledged self-giving, I need a source of energy, and this source from the age of 16 for me is Eugene.

Christian Dior and Chanel. I am the kind of person who needs to watch movies with a happy ending; you look, and it seems that you can move mountains. Gabrielle Chanel has come an amazing way, she made herself. Despite everything that she had to go through, out of nothing - to the very top. A completely different favorite image is Dior. Such a vulnerable, lyrical, bright person who splashed out dazzling beauty to the world. In general, the end of the 40s, 50s is the standard of beauty for me.

-Who do you like from your Russian colleagues in a friendly and professional way?

Perhaps, of all, I would single out Igor Chapurin and Andrey Sharov.

-How do you dress - do you sew or go shopping?

This is a fundamental question - I am always in my own models. Showcase itself (laughs).

-What are you dreaming about?

My dream is my present. For a long time I dreamed of an ideal Fashion House, of free creativity. And not only dreamed, but believed - and today my dream has come true.