Milan, Italy. One thing that I love about Milan Fashion Week is the chance to discover emerging brands with high potential in the industry. When you think about runway shows, most of us think about the most high-end and famous brands out there, but we tend to forget that there are also brands that will give us so much more than just the latest trends, but also a meaningful story behind. The other day, I got the chance to go to Bailiss Atelier’s Fashion Lunch and Trunk Show, an event curated by Veronica Sheynina from Fashion Curator held at the GP Showroom, and what you’re about to read will make you understand why emerging brands like this one could be making an impact in the future of fashion.
For starters, let me introduce you to a little of the background story of Bailiss Atelier. The studio was launched on 2014 in Moscow by Larisa and Alisa Baisarova, a mom and a daughter who were cleverly in time to grab the opportunity to take advantage of the rapid change of trends at the time. What is quite interesting about their story is the fact that Alisa started out her career as an economist in which she later found out that her passion for fashion had always been there from the beginning. Alisa is the perfect example of someone who went from finance to fashion even when it came to projects at the university and after a few years, took the opportunity to dive into the industry to follow her true calling. What is even more admirable about this emerging Russian brand is that although their creators have a very creative mindset, it’s very clear that the brand is very focused on doing business right and that is one key characteristic that goes in hand with the growing of a new fashion brand when it’s penetrating in such a competitive industry.
Talking about the type of designs that Bailiss Atelier does, this is not your common Russian brand. When you think about Russian fashion, especially about Russian haute couture, you think about extravagance, the use of unconventional fabrics and perhaps flamboyance, but Bailiss is the example of how much Russian fashion has been evolving in a way that this brand gives you a sense of style that is vibrant, elegant and completely unique. Fashion specialists should start considering that the influence of Russian fashion should not be taken for granted as it is now giving a young energy that gives freedom to its own designers to express freely. During the event, Bailiss Atelier presented the new pieces of its Spring/Summer 2019 collection in a way that you could actually establish an interaction with the clothes. The looks were mainly very elegant, stylish and it was very evident that every piece was produced with a lot of attention to detail. What made the pieces unique though, and as I heard plenty of times during the event, a work of art, was the peculiar work done with embroidery. As Larisa confirmed, most of the embroidery was machine embroidery and it seemed as if the use of it (along with the addition of other details such as pearls, beads, and rhinestones) became Bailiss Atelier’s signature on every single piece.
Moving over to the fabrics and color palette used for the new collection, Bailiss Atelier there was a lot of cashmere, velvet and a lot of other natural materials with the ultimate goal of giving comfort to their customers. Moreover, it was very comforting to hear that Bailiss Atelier considered itself a brand that banned the use of synthetic materials such as polyester, not only because it’s on their value to give comfort to the customer, but also because as a Russian brand, there has to be also a focus on sustainability. Moreover, the color palette was very classic, paying attention to pastel colors and some exquisite choices of red, beige and greens. It was very obvious from the beginning that Bailiss Atelier is not a brand following conventional trends and the work done was very admirable. One key point that was asked during the event to Alisa Baisarova was “who is your ideal customer?” When a brand is growing, it is key to define from the beginning the type of woman you want to wear your designs. In the case of Bailiss Atelier, their response was that they wanted to focus on being a brand that is different and pays more attention to quality and elegance. It was very clear that the woman wearing their designs would be someone with undeniable elegance and modern femininity with attention to detail.
Finally, if I had to sum up two key points on the brand’s image, it would be CUSTOMER EXPERIENCE and ATTENTION TO DETAIL. I am very eager to find out the journey that Bailiss Atelier follows in the future in fashion and I’m confident that the experience for all of us that get in contact with it will be unique.
Want to know more about the brand?
Check out their website:
Follow them on Instagram @bailiss.atelier
Also, make sure to follow their Press Office in Europe: