GUM Stuck on Nashi
How does a 20 year old girl from Kostroma with no training in fashion design, start her own line of clothing and open a store in Moscow’s swanky GUM? You get Nashi to back you. As Marina Kamenev’s profile of Nashi designer Antonia Shapovalova explains, hooking up with Nashi can take you far. Farther than you ever imagined. Kamenev writes,
Shapovalova started her design career with Nashi three years ago, when the group came to her hometown of Kostroma. Shapovalova knew straight away that she wanted to take part. “They were offering a variety of roles like marketing, economics and education,” she said. “It seemed natural to do design, but I never anticipated this level of success.”
“Lots of journalists ask me if I completely support Nashi,” Shapovalova said. “I think it’s a stupid question. Nashi ideas are basic human principles. They support orphanages, education; they are patriotic, they are anti-fascist. ..read more
