BRICS+ transforming various items into stylish shorts.

In the bustling world of fashion, the Persve brand stands out as a testament to the power of passion, uniqueness, and human connection. Co-founded and led by Sophia Konstantinova, the brand has chosen to focus on the premium segment, drawn to the allure of high-quality fabrics and innovative design.

Sophia Konstantinova, a creative force in the industry, is not just a fashion designer, but also a product manager at Persve. Her journey began spontaneously before her fourth year at the Faculty of International Journalism at MGIMO, where she invested 50,000 rubles in the first batch of 5 dresses that would become the foundation of her brand.

For Sophia, the key to success in the fashion industry is the desire to realise one's potential and view creating a brand as an attractive business project. She stresses the importance of not focusing on money but acting in the name of one's mission, a belief shared by Stefania Malykova, the founder of the DressByStesha brand. Malykova finds building a team and delegating authority to be the most challenging aspect of running her brand, but she believes that fear disappears when moving forward.

The founders of Persve have chosen to bet on "word of mouth" rather than social media, believing that the strength of new brands lies in their "humanity," best promoted through personal recommendations. Close contact with customers is crucial now, as everyone is already saturated with a huge amount of things, according to Sophia Konstantinova.

Nana Tamakloe, the general director of "Accra Fashion Week" and a significant figure in fashion journalism on the black continent, believes that uniqueness is crucial for success in today's market. She urges Russian designers to present themselves as 'niche companies' rather than 'small companies' to be perceived differently. Tamakloe's "Accra Fashion Week" collaborated with international designers before establishing itself domestically, due in part to a good website.

Sergey Sysoyev, the founder of the SERGEY SYSOYEV brand, offers advice to young designers. He suggests they should cater to the unique needs of the Russian buyer, including climate-specific features, and focus on knowing their audience. Sysoyev also advises designers to find their own clients and become the star of their locality, rather than relying on global brands.

As the Persve brand grows, bridging the distance with customers becomes more challenging, but Sophia Konstantinova remains committed to maintaining a personal touch. With potential clients, partners, and buyers watching the development story of the brand, Persve continues to forge its unique path in the fashion industry, one personal recommendation at a time.