About the Brand
Ushatava is a Russian fashion house founded in Yekaterinburg in 2015 by Nino Shamataeva and Alisa Ushakova. The name itself is a combination of their surnames.
The brand’s aesthetic centers on functional wardrobe pieces, expressive silhouettes, layering, minimalism, and innovative garment construction. They maintain two main lines: Research—which is more experimental and runway-focused—and Garderobe—a constantly evolving, everyday collection. Ushatava positions itself as an experimental fashion house where design is primarily built upon function, construction, and silhouette, rather than pure ornamentation. The brand describes its approach as «practical and memorable design» and a functional wardrobe with expressive silhouettes.
Core Values
- Functionality — Clothing must be not only visually interesting but also applicable in real life.
* Constructiveness — Focus is placed on cut, form, transformation, and ways to combine garments.
* Individuality — The pieces allow the wearer to create their own image rather than simply following a ready-made trend.
* Experimentation — The Research line is directly dedicated to exploring new silhouettes, materials, and constructions.
* Minimalism without simplicity — The brand avoids excessive decoration, allowing the construction itself to convey expression.
The concept of a «modular wardrobe» is particularly important: Garderobe pieces are designed to be mixed and matched, allowing students to create diverse looks from relatively universal elements.
Target Audience
Ushatava’s primary audience is young and adult urban consumers interested in contemporary fashion and design—those who value individuality and unconventional form over ostentatious luxury. It can be characterized as follows: Age: approximately 25–40 years old Setting: major cities, creative and professional communities Income: middle / upper-middle class Interests: fashion, design, architecture, art, culture, visual environment Needs: functional, high-quality clothing that allows the wearer to look unique without excessive ornamentation.
Brand Collections
