Tell Anna Wintour: an interview with the founder of the Masterpeace brand Evgenia Linovich about fashion, designer career and inspiration

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, bring you the most promising ones, and boldly convey the names worth knowing to Anna Wintour.

The new hero of our column is the founder of the most romantic Russian brand Masterpeace Evgenia Linovich. And yes, we confidently declare that you will recognize the designer among his thousands of works. She has been working with vintage fabrics and lace for several years, creating retro dresses that reference the style of the last century and adding a piece of her soul to each product. Thanks to such a conscious and sensitive approach to business, the brand has won the love and respect of representatives of the fashion industry.

Today we invite you to get to know Evgenia better, learn a little more about what inspires her, how the brand name appeared, where her fashion journey began and what her main career failure was. So let’s get started?

Ustabaris.

This name sounds like a “masterpiece” when translated from English, but it is deliberately misspelled. Literally translated, it turns out to be “the lord of the world.” At first, instead of packaging, we made jewelry that was attached to small canvases in frames like paintings. And about them you can only say Masterpeace.

The Masterpeace brand officially appeared in 2012. But I’ve been making jewelry all my life, and in 2010 I had a pop-up gallery project on Stoleshnikov Lane. We sold gifts, including my jewelry, in the gift shop in the gallery.

Dramatic romance.

In a kimono with a stork on it. We launched our first clothing collection in 2014.

For girls who create themselves as works of art every day.

I received a grant from Evelina Khromchenko to participate in Fashion Week with jewelry, then for the first time I began to feel part of this world.

It actually all came together very organically. I’ve been doing and creating things all my life. Mostly it was jewellery, but I also worked with furniture, making candles and figurines of various shapes. Creativity is my life, but at some point it turned from a hobby to a job. Masterpeace jewelry has been sold at Net-A-Porter since 2012. Then I felt that this was already serious and I took my place in the fashion world.

I’m ashamed to admit it, but I’m far from an expert and I don’t really follow the fashion world as a business. But I can say that I watched Simon Porte Jacquemus with interest. When I entered her boutique, I was in awe as if I were in a theatre. And I know the names of the theater much better than the names of the designers of big brands.

Drama, romance, retro vibe.

The Masterpeace brand has charisma. Just like a beautiful woman who doesn’t need to wear makeup to be noticed. Masterpeace outfits are romantic and dramatic, with the girl always on stage and always in leading roles.

Waistcoat.

Real fur coat.

I feel proud when I see Masterpeace events on stage and in movies.

I worked for a long time to be sold in the world’s best multi-brands, but I could not stay in the international market.

Stay yourself, but also expand and surprise.

I dream of creating a wearable evening collection.

Religion.

He would create a sectarian state somewhere in the forest. (laughing.)

About Sadhguru (Indian yogi and mystic. – Premium. to organise.).

In my opinion, anything that makes any figure antisexual, too faceless for crazy money in the spirit of The Row, is a meme and a scam in itself.

Let it be Philipp Plein.

A good girl with a white collar.

Recently a friend gave me a delicate floral print t-shirt with a Porn Star print on it.

I can’t choose between Rosa Khairullina and Liya Akhedzhakova.