YUÁNFÈN SS25

In the bustle of the modern world, we have lost touch with our origins. We have focused our attention on our differences, and jealously guarded what we believe belongs only to us, forgetting that in this way we do not protect, but isolate our culture, traditions and crafts.

Our cultural differences do not make us worse or better than others, they serve as paint that a person uses to leave his mark on this world. We want people not to forget their origins, so that people remember and use that difference, that cultural heritage that is unique to each nation.

We want to share culture and so that our cultural characteristics do not die with the advent of a new era, but are modernized and continue to live in a new time, and serve as an adornment for a new generation.

The debut collection consists of a combination of the cut of a traditional Asian costume and traditional Ossetian embroidery and weaving "aldӕmbid".

In our debut collection we tried to modernize clothes so that they are relevant and comfortable for a modern person, but convey the spirit of the past. Our traditions and crafts should not die with time, they should unite us and inspire us to create something new.

Director: Soslan Chehoev
Producer: Alex Zarshchikov
DOP: Slava Bongu
Model: Liza Archegova
Brand designer: Alana Margieva
Edit: Ivan Chernyavskiy
Assistant: Olga Zakharova
Sound design: Ady.audio
Clean up: Lex White
Color: Viktor Malygin
Production: Filmway Production