Alena Akhmadullina 20 years Anniversary collection

Saga Furs’ longtime partner, Russian fashion designer Alena Akhmadullina celebrates 20 years Anniversary of the brand. The collection takes inspiration from Russian folklore and is named after an old Russian saying, “You reap what you sow”, which meaning could be also translated as “What goes around comes around”.

In AKHMADULLINA anniversary collection, created in honor of the 20th anniversary of the brand, Alena Akhmadullina returns to the origins – in the literal and figurative sense of the word. The theme of the Russian village was initially close to the brand: one has only to recall the voluminous skirts, sleeves, colors and masks of roosters and goats in the early shows inspired by the traditional costume. However, the heroine of this collections is not a girl from the village, but a real Russian fairytale princess. Years later, the “Russian” DNA of the brand, already formed and enriched with many meanings, coincides in the anniversary collection with the current context: the theme of environmental friendliness, the trend to “escape” from the bustle of the megalopolis into the silence of village life, and the modern princess who has taken up agriculture in accordance with the spirit of the times.

The harvest season echoes with the theme of summing up the 20-year life of the AKHMADULLINA brand, revealing the philosophical subtext of the famous Russian saying, “You reap what you sow”. In accordance with the “garden” theme, vegetables – cabbage, beetroots and carrots – have become the main characters of all decorative techniques of the collection, e.g. prints and structures imitating cabbage leaves.

The collection consists of five different blocks and each of them reflects recognizable techniques characteristic of the designer’s work. Colors, techniques, overall looks and accessories taking all a lot of inspiration from the traditional Russian countryside. Take for example a bucket bag, the way of wearing scarf on the head, or traditional Russian puffy coat called “Fufajka” (Google: Фуфайка). And what would be the best place to show the collection? Countryside of course, with cows, hay bales and cabbages.


Saga Furs fur and Saga techniques on the Alena Akhmadullina catwalk

The collection featured several beautiful looks utilizing Saga Furs’ fur and Saga techniques. Saga Furs mink fur was used in three different key looks of the collection, among the others.

The first one is long white coat with the imitation of the “Fufajka” stitching done by combining fur with suede, and the color spots, imitating dirt, are done through the intarsia technique.

Another look is a fur coat made of Saga techniques and using thin strips of Saga Furs mink fur, which are then sewn onto dense silk base.

The third look is made up of two fur garments: a mink scarf on the head of a model in fine stitching, reminiscent of a knitted texture, and a pink sheared mink, draped over like a blanket.

The collection itself is AKHMADULLINA at its best, including mass of details made with skillful craftsmanship and using different materials from denim and sporty fleece to silk, Saga Furs mink fur and pearl embroidery in the Russian style with motifs of cabbage and horses and sophisticated accessories woven from pearls.

The Anniversary show was organized near Istra, 50 km west of Moscow, in the premises of one of the best cheese dairies in Russia on 14 September and gathered celebrities and VIP guests resulting in lots of social media coverage.

Visit Alena Akhmadullina’s website for more inspiration here. Below you can also watch a video with few word from the designer.