FASHION
2025’S LEADERS
Writer
Yana Karnaukhova
As we step into a new turn of time, we continue the tradition of highlighting those who subtly, confidently, and at times boldly reshape the contours of culture. For the second year in a row, we draw attention to the leaders who have shaped the creative landscape of 2025 — designers, artists, architects, and opinion leaders whose ideas serve as both a guide and a source of strength.
This edition is dedicated to those who expand the boundaries of their professions and transform their own paths into a source of inspiration for others. Henri Matisse once said, “Creativity takes courage,” a phrase that feels tailor-made for the figures who define this year.
We remain convinced of the power of creativity — its ability to reflect an era, to inspire, to set direction, and to support us even when the world shifts its rhythm. And it is precisely for this reason that we continue to share the stories of those who make the future more expressive, profound, and deeply human.
Diana Rashidova
People inspire me — their behavior, their energy, the way they carry themselves. Sometimes it takes just a glance, a gesture, or a movement to feel that elusive harmony that can’t be put into words. I feel close to the Olsen sisters, Zoë Kravitz, Kendall Jenner, and Julie Pelipas — they all have a sense of naturalness and inner stillness.
History is another source of my inspiration: I love discovering how people lived, what they felt, thought, and created. Life itself inspires me — especially when it’s lived consciously. I love cinema, books, art — everything that allows you to see the world from another angle, to live several lives, to feel new emotions.
And perhaps, what inspires me most is the ability to live in balance: to buy a bag for eight thousand euros, leave the box at the boutique, throw your things into it, hang it on your shoulder or a bicycle basket, and ride off in dusty shoes to meet your husband and dog — just to eat your favorite sandwich overlooking the park. That’s where freedom and taste for life reside.
Among contemporary designers, I feel close to Ana Khouri’s jewelry and The Row’s clothing. In Ana Khouri’s pieces, I sense sculptural grace and respect for the body; in The Row — purity, form, and silence. These brands seem to exist not for display, but for inner comfort. I also find inspiration in interior designers of past decades — their work carries craftsmanship, attention to every detail, and a depth of meaning that feels lost in today’s speed.
I love when a look has a hint of masculinity — but without harshness. Trench coats, blazers, coats — garments that shape the silhouette but don’t overpower it. For me, fabric quality and fit matter far more than logos or loud names. I can’t wear something random from mass market, even with an expensive watch on my wrist. It matters how the fabric lives on the body, how it breathes, how it moves. Clothing, for me, always comes first — jewelry merely underlines its character.
I grew up in a small town, without an environment that could shape visual taste. Perhaps that’s why, from childhood, I searched for beauty myself — through clothing, through the inner choice to be different. My style wasn’t born from influence, but from within — from the desire to be myself, not to imitate, but to feel.
As for fashion today — to be honest, I’m not too concerned with where it’s heading. Everything follows its own rhythm: some like one thing, others something else. That’s the essence of freedom — tastes don’t have to align with the runways. I’m just a small bolt in a vast world, and that’s perfectly fine. The important thing is that even little bolts like me always have something to wear — something simple, sincere, and alive.
Yana Motina
Every style begins with inspiration — sometimes it’s a person, sometimes a space, sometimes just the feeling of a moment.
What or who inspires me today? Probably everything that lives close to me. Inspiration, for me, is a state of being — something that accompanies me every day. I’m a person who quite literally “loves with my eyes”: my gaze is always searching for beauty — in people, in motion, in the quiet details of life. I’m inspired by people. Not celebrities, not polished images, but those who are real — with their inner worlds, their talents, their passions. Everyone has their own visual language, and I love observing that. Traveling, discovering new cities, breathing in new air, meeting new people — all of this adds layers to my perception, making the world wider, softer. And perhaps most importantly — I’m inspired by myself and my daily rituals. The simple, familiar things that shape my mood, help me stay present, and remind me that every day is new, interesting, and quietly miraculous.
Style is often seen as an external reflection of taste, but to me, it always carries an inner code — a rhythm, a state, a kind of character.
What lies at its heart? I’ve always loved to experiment and explore. I remember wearing the brightest colors, the most unusual pieces — and still feeling authentic. Yet inside, there was a subtle sense of performance, as if I was showing myself, not expressing myself. The turning point came when I looked at myself from the outside and realized: through the clothes I choose, I’m telling my story. Since then, style has become my way of being myself. When I get dressed, I’m simply having a conversation with the world — sometimes weary, sometimes bold, sometimes restrained, sometimes sensual. That’s where the magic lies. Clothing, for me, is about inner perception rather than outer display. It shouldn’t become a mask — though, I admit, sometimes it does. My work is, after all, connected to a certain kind of “show.” But I truly believe that authentic style is born not from rules, but from feelings. My inner code is to see beauty — in myself and in others — to stay in harmony between the inner and the outer, and to allow a little room for imagination.
When I create a look, its entire architecture is built on one principle — respect for the body. That’s my main and only rule. Interpret it as you wish, but for me, it’s something unique. The body is a form of life. If today it wants to hide — I’ll let it. If it wants to be seen — I’ll support it. If it needs warmth and comfort — I’ll give it that. It means feeling it, understanding what makes it comfortable, what allows it to move freely, to breathe, to be in harmony. My task is not to fight it, but to listen. Everything else comes from visual experience, my professional background, favorite silhouettes, and a neutral color palette — they provide a foundation, but never a limitation.
As for the things or rituals that help me maintain aesthetic integrity in a world of endless visual flow — It isn’t easy. The world demands constant motion, information exchange, involvement. But one of my essential rituals is cleansing — tidying up, letting go of the old and the lingering, creating space for a new emotional current. I love my home, my family — a day spent with them, a shared dinner, a deep conversation — all of this helps me stay grounded. And finally — filtering. On social media, I have many people and stories hidden, notifications turned off. There are a few who help me find what truly matters — I don’t want to spend my energy on noise. That’s how I preserve silence — and with it, my sense of taste, and the quiet order of my inner world.
Anna Kond
My main source of inspiration is nature. I see it as a living woman: ever-changing, unpredictable, yet absolutely certain in every movement. And perhaps it’s this organic rhythm that makes me especially receptive to people whose work is also filled with inner quiet and depth.
I feel close to artists and architects who know how to speak to the world without words.
Frank Lloyd Wright inspires me with his ability to work in dialogue with nature, to continue its lines without breaking harmony.
Mark Rothko — with his extraordinary mastery of tone, with those emotional spaces that open up when you look at his paintings for a long time. I often think about how these two poles — color and form, silence and structure — are reflected in my own visual sensitivity.
Moving into fashion, I realize I’m drawn to the same qualities there.
The brands that resonate with me most right now are Khaite, Toteme, Carven, Bottega Veneta, and Loewe. They embody the qualities I value and strive for: purity, precision, and the absence of anything unnecessary. Clothing that proves nothing — it simply exists, and in that lies its strength.
Perhaps this is why the heart of my style is rooted in naturalness and inner harmony. When I get dressed, the most important thing is to stay in my own skin, to be honest with my mood. One day I want an accent, another — calm balance; sometimes a gentle melancholy, sometimes strict clarity. My look is always a continuation of my inner “today.”
I first sensed that style is a language when I was six or seven. My mother and I were choosing clothes, and she asked which sweater I liked more. Suddenly I realized: fabric, color, and shape change the way I feel. Since then, I’ve heard these inner signals very clearly.
Over time I understood that creating an outfit always begins, for me, with the material itself. The touch of fabric against the skin feels like a dialogue. It’s important that the material resonates with my state of mind. There’s only one principle I never violate: to remain myself and never say “never.” Today I may be certain I won’t wear green, and tomorrow I might discover the deepest shade of green and fall in love with it. Openness to experimentation is part of my aesthetic.
I know my look is complete when I catch myself wanting to take a mirror selfie before heading out — to remember that moment.
In everyday life, order matters to me deeply — it’s my grounding point. I can wake up in a bad mood if I didn’t put my things away the night before. A space free of visual noise clears the mind and makes room for new ideas. I often find inspiration in the simplest details: the play of light, the way people are dressed in a café, the shade of body cream, the color combination of food on a plate, the texture of a wooden surface. Any detail can become a visual anchor if you notice it.
To filter the flow, I immediately bring order to my home, my mind, and my phone. I don’t accumulate endless screenshots, don’t subscribe to channels just because they’re trending — I act selectively and only by intuition. It’s important for me to preserve clarity so I don’t lose my own rhythm and my own way of seeing.
In the realm of fashion, we will seek out those who possess an unparalleled sense of style, daring to redefine the very essence of what it means to be fashionable. Their creations will inspire us to embrace our individuality, to embrace the power of self-expression through clothing.
In the world of art, we will uncover the hidden gems, the visionaries whose brushstrokes and sculptural masterpieces have the ability to transport us to ethereal realms, evoking emotions and provoking thoughts that resonate deep within our souls.
Within the realm of design and architecture, we will celebrate the genius minds who shape our physical environments, weaving together functionality and aesthetic allure. Their innovative designs will continue to redefine the spaces we inhabit, creating harmonious landscapes that leave an indelible impression.
And in the world of beauty, we will honor researchers who use their knowledge to highlight the beauty inherent in every human being. Their transformative power will give us the opportunity to accept ourselves, to recognize the beauty that comes from within.
As we embark upon this new journey, let us remember the importance of nurturing and supporting these incredible talents. Let us embark on this journey hand in hand, united in our commitment to spotlight the extraordinary talents that shape our world.
