Yulia Latushkina: Success is a State of Happiness

The Latushkina brand is the cornerstone of Belarusian evening fashion. In 2016, Yulia Latushkina took on a new role as the designer of ceremonial uniforms for the Olympics. This unique breakthrough opened new opportunities and significantly expanded the brand’s range. The Latushkina showroom is a hive of activity: clients come and go, sewing machines hum, and miles of luxurious fabric are transformed into stunning garments. Among the busy workers is the brand’s founder, Yulia Latushkina. The designer shared her thoughts with “City of Women” about evening dresses, her participation in the “My Business” project, and reflected on the year 2016.

From First Creation to First Customer

“Designers are often asked if they remember the first item they created. I want to know if you remember your first customer,” we asked Yulia.

“I probably don’t remember… I even feel a bit embarrassed about it (laughs)! But I do remember the first item. It was a coat. I sewed various pieces, and they often went somewhere, so it’s hard to draw a line between clients and friends. I remember when and to whom I sold my first collection, and I also recall the first sales of custom-made stage dresses.”

The Evolution of the Latushkina Brand

“Can you tell us how the brand has developed? Has the concept changed, and what are you focusing on now?”

“I can openly say that a cohesive concept took shape only about 2-3 years ago. The brand evolves with fashion, and there are many innovations now. When I started, the term ‘concept’ was unfamiliar. I concluded that it’s not us who choose the client and the brand’s concept, but the client who chooses us. At least, that’s how it works in our country. In Belarus, word-of-mouth recommendations are powerful. If a designer is known for a specific range, they will be seen as a specialist in that area. Thus, the scope of work narrows, and designers create what is in demand. There was a time when we sewed everything our clients needed. These people shaped the concept of the Latushkina brand.”

Key Moments and the Olympic Breakthrough

“Highlight the key moments for the Latushkina brand over the past year. What made 2016 memorable for you?”

“In 2016, there was a unique breakthrough in an atypical area for me. While everyone is used to seeing Latushkina’s dresses, the brand is now associated with Olympic uniforms. This is a radical change and a new way of presenting myself. An artist must be able to work in different styles. It’s not certain that they will succeed or develop, but they should have the skills. It’s like professional singers experimenting with different musical genres. Creating ceremonial uniforms for athletes opened new opportunities, and I’m glad that my creative career took this turn. I’ve included a new stylistic segment in the collection and plan to develop this direction.”

School Uniforms and Creative Freedom

“What about the creation of school uniforms? Has this idea progressed beyond just a desire?”

“I would be delighted if I were entrusted with creating a full-fledged school line. The main thing is to have the freedom of thought. There are structures that set standards for school uniforms, just like for ceremonial and other types of clothing. For a designer, restrictions are challenging, especially regarding color schemes. For many years, schoolchildren have worn black, brown, and white clothing, which looks dull. School uniforms should be divided by age groups so that children would wear them with pleasure. I am also convinced that a school uniform should be a complete set, like a capsule collection: several pairs of trousers, skirts, shirts, and jackets.”

Designing Olympic Ceremonial Uniforms

“Let’s move from school uniforms to ceremonial ones. Tell us about creating the uniforms for the Olympics. Why were two versions of the sets presented?”

“Initially, a blue uniform was developed to change the Belarusian red-green concept. Athletes and everyone involved in the Belarusian Olympic team were tired of the standard color scheme. The initial blue color was modified and adapted to Belarusian realities—the organizers feared misunderstandings, as Belarus is associated with its characteristic colors. Thus, the second and final version of the ceremonial uniform was created in the familiar tones of Belarus.”

“Are you satisfied with the result?”

“I am too self-critical, so I always want to do better. I spent a whole year ‘living’ with this uniform—going through all the stages of preparation and implementation, so I got tired of it. My perception differed from the reactions of others. If we talk about the comfort of the uniform for athletes from the designer’s perspective, I would make additional adjustments for maximum comfort.”

Evening Dresses and Exclusive Designs

“Let’s return to your usual role as a designer of evening dresses. Tell us about the latest author’s novelties in this niche.”

“Due to the project with the ceremonial uniforms, I physically didn’t have the strength to hold a show of the new collection as planned. We are now working on its implementation, and I hope that after the New Year, all the developments and ideas will be presented to the public. I won’t reveal the secrets, but I will say that the show will be divided into two parts: everyday and evening.”

“In Belarus, people are used to comfortable clothing, and evening dresses are bought for special occasions. Is the festive range of the Latushkina brand in demand among Minsk women?”

“Yes, of course. Different people come to us, and everyone has their expectations and plans for the outfit. I am convinced that the ability to be on the same wavelength with the client is the key to a successful business. You need to be able to adapt to both the mood and the peculiarities of the festive occasion. For example, if a girl has a budget of $200 for a wedding dress, we won’t offer her a model three times more expensive. We will offer an equally impressive option that fits within the planned budget. We are loyal to our clients and their motives for purchasing.”

Overcoming Life’s Obstacles

“You had a challenging year: preparing the uniforms for the Olympics, problems with the fee payment, and the showroom flooding. How do you deal with life’s obstacles?”

“First, I react emotionally to what is happening, then I calm down and analyze everything with a clear mind. There are no hopeless situations. You don’t have to climb the mountain; you can go around it. It’s just a matter of time, attitude, finances, and other factors. It may sound strange, but even the flooding was to my advantage—there was a worn-out room here, and thanks to this incident, we did repairs. All situations happen for a reason. They need to be accepted, and lessons should be learned.”

For more information about Yulia Latushkina and her designs, you can visit her official website here.