NIV NIV: A Conversation with Designer Ekaterina Nesteruk on Gender Stereotypes and Sustainable Fashion

The NIV NIV brand is well-known in Belarus and needs no introduction. We had a conversation with its founder, designer Ekaterina Nesteruk, about business, design, and trends in the fashion world.

From Early Passion to Professional Success

Ekaterina shared, “From an early age, I had a strong interest in cutting and sewing. Fortunately, both of my grandmothers were seamstresses, and they taught me. I later enrolled in the Karbyshev College to become a cutter of outerwear. After that, I studied at the Vitebsk Technological University, specializing in the construction of sewn products. I worked as a designer and then as a fashion designer for several years. In 2015, I opened my own business, and in the summer of 2017, I founded the NIV NIV brand.”

The Creative Process and Brand Concept

When asked about the design and development of models, Ekaterina explained, “I develop the models myself, and I really enjoy it! Thanks to my education, I clearly understand what the final product will look like at the sketch creation stage.”

The concept of NIV NIV is clothing for bright, stylish, and extraordinary individuals. “We don’t create clothing for a specific age. A girl or woman wearing NIV NIV is ageless. Our clothing is more about self-perception,” Ekaterina stated. The philosophy of NIV NIV is the freedom of self-expression, allowing women to form their individual style, forgetting about conventions.

The Inspiration Behind the Name and Collections

The name NIV NIV has a special meaning. Ekaterina shared, “Family is very important in my life; it is my support and inspiration. My main inspirations in fashion and beyond are my children. At the time of creating the company, I had two children: Nikolai and Vladimir. The first letters of their names formed the brand name: NI + V = NIV.”

Inspiration for collections comes from various sources. “The walls of my office are decorated with children’s drawings, which often serve as ideas for prints and linings of our products. Inspiration can come unexpectedly from beautiful people I meet, landscapes outside the window, bright emotions—anything,” Ekaterina said.

Breaking Gender Stereotypes and Embracing Sustainability

As a female leader in the fashion industry, Ekaterina feels comfortable in her role. “I might feel this way because I am doing what I love. My leadership qualities, determination, stress resistance, and desire to achieve more also contribute to this,” she explained.

Regarding gender stereotypes in modern design, Ekaterina noted, “As we all know, gender boundaries are actively blurring in the modern fashion world and beyond. There is a lot of unisex or gender-neutral clothing, perfume, and cosmetics. Our brand creates women’s clothing, but our collections include models that men also wear.”

On the trend of sustainability and consciousness, Ekaterina stated, “Environmental protection is crucial for humanity if we want to live on this planet. This topic is very relevant now, and we must take care of our common future. In our country, this topic is just gaining momentum, and we are taking the first steps in this direction.”

NIV NIV is making efforts to be more sustainable. “In our collections, we try to prefer natural fabrics and use less polyester. We are also gradually moving away from plastic hangers and bags that are difficult to recycle,” Ekaterina shared.

The Future of NIV NIV

Looking ahead, Ekaterina envisions the brand’s future. “We do not plan to change our main concept. Perhaps we will add Size + models and more unisex models,” she said.

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