IN THE WEEKLY HEADING "NEW BRAND" we introduce young designers and tell you where and why you should buy their clothes. Our heroine this week is designer and director Tanya Muinho from Odessa. Together with the team, she makes practical and comfortable clothes in the spirit of the times under the Jealousy brand.
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Before the creation of the first Jealousy collection, the creator and creative director of the brand, Tanya Muinho, tried herself as a fashion photographer and stylist. Now, in addition to fashion design, she is also professionally involved in directing music videos, for which Ukrainian Vogue even included her in the list of “five most fashionable Ukrainian video makers”.
The history of the creation of the brand is directly related to what Muinho was doing before. While working as a stylist for Ukrainian fashion magazines, she was constantly faced with the fact that things did not always look good in the frame: “I wanted to make clothes that I could use both in the shooting process and put on myself. I needed something bright, well-cut, comfortable and ironic - that's how the dinosaur print idea came about. " Prints remain an important part of the brand. True, now they look different: in our summer shooting of things of young Russian and Ukrainian designers, for example, a Jealousy dress with inscriptions, as if made by a pen, appeared. In the latest collection, you can see phrases in Russian and English like “Try again”, “No promises” or just the name of the brand in capital letters.
It all started quite trivially: in 2013, Tanya and a team of like-minded people made several samples, which immediately scattered among friends. Later, they decided to show the full collection at Mercedes-Benz Kyiv Fashion Days: “Everything looked like pampering, but gradually developed into a meaningful project called Jealousy”.
As you can see from the lookbooks, the brand radically changed direction several times before arriving at a conscious concept. Now these are just comfortable, high-quality clothes with interesting details that immediately attract attention. It will surely appeal to those who want to buy an extremely fashionable quality item at an affordable price. From time to time, the brand organizes sales on its Instagram account, where you can find something from last year. True, it is difficult to refuse new models: unusual cuts, huge flounces, exaggerated sizes, long sleeves and asymmetry - all this can be traced in their latest collection.
Today the brand has its own small production in Odessa, and the creator is looking for a factory for mass production. The most difficult thing at first was to debug the process, find suppliers of fabrics and organize shows and presentations, without having the experience and a large staff of people. Now there are difficulties too, but they are at the level of positioning: "It is difficult for us to control pricing due to the rising prices for materials, but we are trying to keep them available." With entering the international market, a lot of time and effort is spent on quality control of large batches and meeting deadlines. Muinho says the team is still having a hard time organizing sales online. Recently a new problem has arisen, which the brand's team regards as recognition - the appearance of fakes: “One of the sites sells T-shirts and sweatshirts with our prints. We felt a little Prada."
With our prints and ironic details, we create a good mood and give the opportunity to feel free in choosing Jealousy clothes. In the morning in our oversized hoodie you can work in the office, and in the evening go to your birthday party in an ultra-short red mini.
We also plan to launch an outerwear line. Our raincoats, coats and jackets are very popular lately.We are also fascinated by the possibility of entering the Australian market, as our bomber with the inscription “The less I know the better” was to the taste of Australian customers. We received our anniversary order from Sydney the day before.