Minimalism and Korean culture: a new fashion brand was presented in Moscow 03.07.2023, 22:32

At a time when quiet luxury overshadows many trends and minimalism puts the most “violent” fashion pieces on the shoulders, fashionistas are increasingly turning to colleagues in the East for style advice. There, the concept of concise but effective and personalized clothing took shape more clearly – and now inspires us.

Brand founder Nicolas Schitta confirms that the Korean fashion style he loves was in many ways the basis of the first inni collection. By the way, this was also the result of cooperation with manufacturers from South Korea – and it can be seen in the clean palettes and strict but feminine design.

“When creating the brand, my team and I treated the needs of modern girls with great love, attention and care,” says Nicolas Schitta. – I watched many people around me and realized that each of them can try several images in a day: for a business meeting, a date, a social event. Clothing should be such that a girl feels equally comfortable in any scenario.

The first guests of the boutique in the capital, socialites, fashion bloggers, fashion experts, could try the novelties of the first collection and check whether it really “folds” into images for every situation. Stylist Elena Ushakova helped put together the latest outfits, Karina Nigai talked about the basics of Korean fashion in the form of a public-talk, and Ksenia Dukalis had a great DJ set.

So now the space is, one might say, charged for successful shopping and a relaxed atmosphere – what you need for shopping with a girlfriend. And if you also like minimalist dresses and costumes, trendy denim and knitwear, then you can add a novelty to the route 🙂