Tell Anna Wintour: Founder of the brand Zlosi, which makes great kokoshniks and proves that appreciating tradition is now in fashion

Recently, local brands have been rapidly gaining momentum, weight and importance. Almost every week, new players with great ambitions and brilliant talents appear in the fashion arena. We always follow such projects closely, introduce you to the most promising ones and boldly convey the names worth knowing to Anna Wintour.

Our hero today is Serafima Zlobina. She does not produce basic hoodies and jeans, does not produce commercial products, and does not resemble the Western market. However, she creates real works of art and respects our traditions by rethinking elements of ethnic costume.

As you might guess from the collage at the beginning of the material, Serafima makes unique kokoshniks that amaze with their fantastic handmade decor. In our interview, the young designer himself will tell you how he came up with the idea of ​​rethinking the traditional headdress and turning it into the most extravagant piece.

ZLOSY

It’s simple, my name is Zlobina Sima and its abbreviation is ZloSi. Hence the name.

In 2020. It was then that the first kokoshniks were created.

Blending fairy-tale, legendary style with couture aesthetics.

From a red kokoshnik combining many patterns and prints. Later this model was transformed into something new.

For fashionistas, artists, connoisseurs of tradition and modern art.

It all started with a love for art performances and experimental photography. I then started creating clothing items to enhance my photography and this developed into a strong passion for fashion. I began creating new shapes that were not originally intended to be worn. Then I started working on models that could be used as clothes and hats.

The starting point was the demand for kokoshniks. Although they were originally created out of ordinary creative interest. The inspiration for the development of the brand was the idea of ​​\u200b\u200bpromoting love for kokoshniks and traditions.

About Roman Uvarov and Demna Gvasalia. The former has a unique vision and knows how to play with the cultural codes in its collections. Secondly, it perceives customers’ demands very sensitively and knows how to identify trends.

Culture, kitsch, fairy tale.

It is in the creation of hats with a traditional historical name that buyers expect something “non-modern”. Although in fact everything is exactly the opposite. From the traditional one we only have the name. The “trick” of the brand is that we offer a new attitude to traditions.

Traditional title, i.e. a copy of a historical example.

A highlight was the participation of Kokoshnik “Winter Swans” in Plushenko’s New Year’s show and, before that, at the jewelery ball of the AXENOFF jewelery house.

I can’t name names because there is no such thing. Doing what I love energizes and inspires me.

This is the moment when people start to notice the designer’s ideas.

I will develop new hat models. There are plans to release a collection of New Year’s accessories, hats and kokoshniks. Also to popularize the brand and tell the audience a little more about the creative process and sources of inspiration.

A reflection of a specific moment in time or history. Fashion is a culture and a whole science. It is as important as all other areas of activity.

I would prepare a training program on culture, fashion and art in different countries of the world. I would like art to be more accessible.

It’s about Naomi Campbell. Our pink fur kokoshnik will definitely suit her.

Boots in the shape of a duck or acorn.

Someone who lacks artistic taste, sense of style and creative intuition.

Kanye West’s wife’s tights were torn.

There’s a fly agaric and a mermaid print.

It would be very symbolic if it was Irina Shayk. Its beauty and origin combine with our collections.