Ivan Aiplatov: Elevating Elema with a Bold New Vision

Elema, Belarus’s leading producer of outerwear, has appointed renowned Belarusian designer Ivan Aiplatov as its creative director. This marks a historic moment for the country’s light industry, as a successful designer takes the helm to develop a new brand concept and fashionable collections. Elema believes it’s time for a fresh approach, and Ivan Aiplatov is thoroughly committed to the rebranding process. The summer collection will soon hit the stores, while the fall-winter collection will be unveiled at the Belarus Fashion Week in April. We met with Ivan to learn more about the brand’s transformation.

Sharper and Trendier: The New Elema

Ivan Aiplatov’s arrival at Elema has sparked public interest, with everyone eagerly anticipating the new designs. “Sharper and trendier,” Ivan says. His goal is not to dismantle the legacy built over the years but to carefully and skillfully execute the rebranding to expand the audience. The focus includes the youth market, a significant segment that has been largely untapped for various reasons. The issue extends beyond the coat models themselves. Elema lacked PR, both good and bad. The brand’s image developed spontaneously, without the emotional appeal it needed. The logo has been redesigned, with the heavy Cyrillic “э” replaced by a lighter, more elegant Latin script in sandy hues. Elema is embracing a new interpretation and a more sensitive emotional life.

Addressing Misconceptions

Many, including myself, have long perceived Elema as a brand for the 45+ age group and expensive tastes. Ivan assures that the 45+ audience will remain a key demographic. Elema has successful models that cater to this group, timeless designs that have their dedicated buyers. A complete overhaul targeting only the youth would alienate the brand’s loyal customers, who expect to find the styles they love in the stores. As for the pricing, Elema uses natural Italian fabrics, offering coats for 250-300 euros instead of 2-3 thousand euros. Many overlook the fact that cheaper outerwear from European countries is often made from synthetic fabrics, which are significantly less expensive than natural ones. Elema stands for quality. Interestingly, the old Elema was not just about women’s coats. Few know that the company also produced and sold men’s clothing, a fact that surprised even Ivan.

The Future of Men’s Clothing

Will the men’s clothing line continue? Ivan explains that men’s clothing is a separate business that requires serious attention, including launching a new brand, creating collections, and engaging in PR. The company has the resources for this, but the focus now is on streamlining the women’s clothing segment. Perhaps in 1-2 years, Ivan will take on this idea, but for now, there’s much to change and implement in women’s fashion.

New Additions to the Collection

What new items can we expect in the stores soon? Ivan reveals that beautiful summer dresses and jackets are on the way, quite different from the traditional Elema styles. They will feature bright, sharp prints, floral patterns, and rich colors, catering to fashionable urban women. The collection will include fitted office jackets, polka dot dresses, dresses with lowered waists made from Italian fabrics, and a little black dress with a detachable white collar.

Pricing and Design Team

The pricing will remain the same, with the possibility of creating limited premium collections, a novelty for Elema, which will have a different price and exclusivity level. The summer dresses will be priced up to 1 million rubles. Ivan also addresses the misconception about the design team, which is young and dynamic, contrary to the image of an old factory with elderly seamstresses. He inherited a great team of professionals who know the ins and outs of the outerwear industry and brought in only one specialist, a graphic designer.

Embracing Change

How does the old team feel about the new trends? Ivan admits he wouldn’t have accepted the position without the guarantee of creative freedom. The team has been receptive and supportive, making the transition smooth and enjoyable. While the use of traditional Belarusian ornamentation is trendy, Ivan respects Belarusian culture deeply but doesn’t plan to incorporate folk embroidery into Elema’s outerwear. However, elements of embroidery are already present, and the winter collection will introduce a new item for the company: down jackets.

Color Trends and Future Aspirations

Designers determine color trends through large trend companies that develop tendencies two years ahead. These forecasts guide major manufacturers, including Elema. As for dressing celebrities, Ivan is currently more interested in the industrial aspect of the fashion industry but expresses a keen interest in creating costumes for theater and cinema, a creative niche he finds fascinating. When asked if there’s anyone he’d like to see wearing Elema, Ivan jokes, “I’d dress everyone in Elema and Aiplatov! Everyone! Not just celebrities.”