In the world of fashion
In the world of fashion, where every season is a new battle for attention and recognition, only a select few manage not just to stay afloat, but also to consistently craft their own distinctive style.
Among these driven creators is Nikolay Nidodirov, a designer whose name is increasingly heard across leading fashion platforms in Russia and Asia.
The beginning of the journey
Born in Belarus, Nikolay took a bold step in 2011, moving to Moscow — a city that became not only his new home, but also a true creative laboratory.
It was in this dynamic heart of Russian fashion that he began shaping his vision, honing his skills, and searching for his unique voice.
A pivotal moment: launching the brand
A pivotal moment in his career came in 2019, when Nikolay launched his own brand. Since then, his journey has been marked by a series of confident moves toward recognition:
- From 2022 to 2025, he participated in Neva Fashion Week in St. Petersburg, where he showcased the evolution of his personal style;
- In 2024–2025, he took part in the Moscow Fashion Show, solidifying his status as one of the capital’s most promising designers;
- In 2025, he broke onto the international scene by participating in China Fashion Week on Hainan Island, introducing his work to an Asian audience.
Interview with Nikolay Nidodirov
— How did you enter the world of fashion? What inspired you to create your own brand?
— I stumbled into fashion quite by accident! I’ve always loved drawing and attended art school — my first degree was in porcelain and faience painting. Later, I thought about becoming an economist or a pastry chef, but eventually, I became a fashion designer and pattern maker. After gaining some experience, I gradually started to create and develop my own brand.
— Which designers or eras have had the greatest influence on your creative journey?
— Every era has its own fashion and style, so each has influenced me in its own way. I’m especially inspired by the work of Alexander McQueen and Christian Dior.
— What is the concept behind your designs? What ideas do you want to convey through your collections?
— The style and idea of my brand are present from start to finish — I want to see how it will evolve in the future. I have many ideas; the main thing is to manage to bring them all to life!
— Tell us about your process for creating a new collection — from the first sketches to the runway show.
— The new collection came together without sketches; the designs existed only in my head because I simply didn’t have the time to draw. I cut the fabrics, tried pieces on mannequins, removed or added elements, used handmade decorations, stones, rhinestones — and the collection was ready. I’ve already shown part of it in Moscow, and now I’m taking it to China.
— How do you combine traditional techniques with modern technologies in your work?
— So far, I haven’t incorporated traditional techniques into my pieces, but I really like bobbin lace and knitwear. I definitely want to try combining traditions with modern fabrics.
— Do you have any favorite materials or techniques you enjoy experimenting with?
— I don’t have favorite materials — they all have their own appeal. I just don’t have enough time for experiments right now.
— What are your plans for developing your brand in the near future?
— Sustainable growth in several styles, age groups, and market segments.
— Who is your ideal client?
— Someone who knows exactly what they want or who trusts me completely.
— How do you balance your creative work with your personal life?
— Creative people usually don’t have much of a personal life, or maybe I just haven’t met the person who would appreciate my creativity from A to Z.
— Do you have hobbies outside of fashion that help you in your work?
— I don’t have any hobbies at the moment, but I’d like to take up something else.
— Do you use eco‑friendly practices in your production?
— I try to use eco‑friendly materials and implement energy‑saving equipment.
— Is your brand involved in any social projects or charity work?
— Not yet.
— How do you see the fashion industry developing in the coming years? Which trends do you think are the most promising?
— It’s impossible to keep up with fashion: every season brings something new and beautiful, while the old returns in a fresh interpretation. I think the most promising trends will be bright colors, country style, glamorous futurism, elegance, and oversized silhouettes.
Photographers: Alena Skripkaru; Igor Gerasimov, Julia Lebedeva, Dmitriy Chernous, Vilena Pervushina