Danatella: Rethinking the Traditions of Interior Textiles

Photographer Skripkaru Alena

Over the past two years, Natalia Safina, an international interior textile designer and founder of the DANATELLA brand, has actively participated in various awards and fashion events held in Moscow, Dubai, and other cities. The format in which interior fabrics are used on live models has gained recognition at shows in the UAE, Turkey, Russia, and Belarus, as well as at events such as Emirates Fashion Week, International Fashion Battle, and the “Real Music Box Award”. On 16 February 2026, at Barvikha Concert Hall during the ADDAWARDS ceremony, Natalia presented a new interior performance featuring ten models, each embodying a particular style.

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— Natalia, how would you personally describe your journey over the past two years — from an author brand to a regular participant in major awards and shows?

— During this period, there was a shift from working with interior textiles to creating a system that unites design and performance. Fabrics became the central element of events, where they are used in stage productions. Participation in International Fashion Battle, Emirates Fashion Week and the “Real Music Box Award” showed that this approach is in demand not only among professionals but also at wider cultural venues.

— Let’s talk about the ADDAWARDS at Barvikha Concert Hall. What exactly did guests see on 16 February 2026?

— Ten models took to the stage, each illustrating an individual interior style — from neoclassicism to modern art forms. The draping of fabrics was done right in front of the audience, creating compositions where the combination of textures, colour, and light formed an emotional perception of space. The main idea was to show the connection between interior design and human plasticity.

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— How did this performance differ from a classical fashion show?

— Unlike traditional fashion shows, which focus mainly on clothing, here the central element was interior textile. The performance was like a gallery of ten interior styles, where each model became an independent art object. In a space designed for awarding architects and designers, textile was presented on equal terms with architecture and scenography.

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— Your brand is often called a brand of interior haute couture. What does this mean in practice?

— We work with high-level projects: private residences, apartments, public spaces. The portfolio includes numerous completed projects, complex draperies, and unique materials created to meet the requests of architects and decorators. The approach is based on individually selecting textiles for each space.

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— Which events of 2025–2026 do you consider key for the brand?

— The Grand Prix at International Fashion Battle in Turkey was a significant event: the format of interior catwalk received professional recognition. Shows at Emirates Fashion Week and events in Dubai are also important. A special place is held by the “Real Music Box Award 2025” at Live Arena on 17 December, where the textile performance was presented to a wide audience, including representatives of the music industry and media.

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— Every event has a team behind it. Could you tell us about yours?

— The team consists of specialists working with architects and designers, a production team for performances, and a media unit that handles interaction with venues and the media. Special attention is paid to organising events and providing technical support, which enables us to realise projects at various cultural and professional venues.

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— Please tell us more about your participation in the “Real Music Box Award” on 17 December 2025. Why is this especially important for an interior brand?

— The event gathered well-known artists and federal TV channels, and the appearance of interior textiles on stage was a step that expanded the audience and demonstrated the possibilities of interaction between different spheres of culture.

— Your list of accolades has grown noticeably. Which ones do you consider the most significant?

— Recognition from professional communities, membership in various organisations, and participation in awards have become important milestones. Among personal awards, the status of Best Principal Designer, awards from Blackradio FM and GoldMusicBoxRussia, as well as inclusion in the list of successful women of Russia, stand out. The “Innovative Designer of the Year” award at the Deluxe Beauty Awards Emirates Fashion Week confirms the use of new approaches in working with textiles.

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— How do you see the further development of the brand, taking into account these awards and venues?

— In future, we plan to develop a club for professionals and clients, as well as expand the format of performances and collaborate with various awards and TV channels. The prospects include opening new showrooms outside Belarus and Russia. In Minsk, our headquarters is at 4 Repina Street, and in Moscow — 12s8 Savvinskaya Embankment.

The performance by DANATELLA on the stage of Barvikha Concert Hall during the ADDAWARDS ceremony was the culmination of Natalia Safina’s years-long journey — from creating author textile collections to shaping a new approach to interior design. Ten models, dozens of metres of fabric, and a variety of styles showcased to the professional community the possibilities of textiles in a stage setting. With participation in international awards and events, the brand’s position is solidified, where interior design, fashion and art work together, forming new standards of aesthetics.