Send Anna Wintour: What do you need about the founder of the Sorelle Era brand Vera Kholmova, who constitutes the concept of new Russian sexuality?

Recently, local brands are rapidly gaining acceleration, weight and importance. Almost every week, the fashion arena emerges new players with great ambition and bright abilities. We always watch such projects closely, we will definitely convey you to the names of Anna Wintour, which you should definitely know.

Our current title hero was the founder of the Russian brand Sorelle Era Vera Kholmova, who proved the new femininity DNA, not the concepts that exclude sexuality in the equivalent, charisma, power and internal coolness. Who does not scream, but declares himself without words. During the seven years of the existence of the Sorelle period, Vera gained the love and recognition of the representatives of the fashion industry and built the aesthetics that the body was not exploited but emphasized. The work of the brand is recognized by the Silhouette, not by the logo: sharp corners, verified cuts, tight corsets, complex cut and structure.

Today we offer to get to know Vera better and to learn about the appearance of Sorelle Era brand, the history, inspiration, failures and achievements. However, you can try a new summer collection in the Tsvetnoye section opened on May 26th.

Sorelle period.

Initially, the brand was called Sorelle in honor of the Favorite Court of King VII – Agnes Sorel. If you believe in the legend, thanks to him, indifferent people can wear diamonds and long loops. Agnes also set a trend for very free clothes that opened a breast. With all this meaningless freedom, it was smart and influenced the country’s policy.

In 2024, the brand had to be renamed in connection with the recording, and we worked on a concept and a new name for a year. Once we have existed for 7 years at that time, we already understood your audience correctly and put forward an important thought in communicating with customers: putting Sorelle, girls feel different, this is a special situation and a life period. So Sorelle Era name appeared.

In the summer of 2017.

Intellectual adult sexuality.

A foamy mini dress.

For people where clothes are one of the ways to manifest themselves in the world. And they’re very careful.

With babies and mother’s home sewing machine.

At that time, the local market vintage and a small number of conceptual brands.

I was a retrograde. Therefore, I am mainly inspired by the old collections of the 1990s and the beginning of zero.

Conceptual, sensual, powerful.

We do not make a quick mode and work carefully on every concept of the season. Designers and I really make a deep resherch in front of each collection and work with references. Not in high tendencies. We also bring each product to ideal, sometimes using very complex sewing technologies. Unfortunately, it does something more expensive in production, but more unique and higher quality.

Never talk.

To get rid of the pande and the period since 2022.

Once upon a time, at the beginning of the brand’s life, I was afraid of a decline in sales and decided to rapidly sew daily clothes. This was a failure. Do not always refute your line and panic.

In a bright future. We want to correct the position of the house and win other countries.

Don’t express yourself.

Help. In different directions. I am a very empathic person. Actually, I don’t need much myself.

I’ve thought about it for a long time, I don’t want anyone to be viral or super popular. I want natural and intellectual beauty. Model Valery Kaufman came to mind. I love him very much.

I do not accept. I’m crazy about it. I scare me that fashion usually aims to be viral and nipple in social networks.

I approach this philosophical, and for a long time I have accepted the fact that everything has a place to be in this crazy world. Therefore, there is no such thing.

I’m usually away from the world of trends. But the last thing I have seen for everyone and what makes me doubt – toys for labubu bags. But then I dived into the mantra I wrote and accepted in the answer above. (Laughs)

Vintage product of some wonderful concerts.

Valeria Kaufman.