THE BRAND
Apsara is the courage to be yourself. The aesthetics of minimalism and creativity, artistic richness, philosophical and spiritual content are opposed to the homogeneity of the mass market.
The value of the brand is in its uniqueness, original design, large amount of handwork, individual approach to work, service options.
The mission of the brand is to provide inspiration and motivation to follow your dreams, to be full, self-confident, clothes help to be in that emotional state and feeling of yourself when you are the best version of yourself and can reveal your potential. The brand takes the position of slow fashion: less, but better quality. Our main values are individuality (freedom of self-expression and respect for people regardless of their differences).
The designer of the brand Yuliya Psaryova models clothes in the mock-up technique, develops patterns and crochets with her own hands in a rare technique, preserving and supporting the traditions of folk crafts.
THE COLLECTION
The SS25 collection is dedicated to people who inspire us, give us the strength to move on, do everything possible and impossible for the goal. After all, there are people-muses among us, everyone has his own. The Apsara brand also has its own muse, this is the fragile and incredibly strong and purposeful Valery Shevchenko, a person who has done a lot for the brand and will forever remain in its heart and DNA. Valeria, as a model and dancer, appeared in the campaign shoot in the image of a demi-goddess and muse Apsara in three manifestations, which symbolize three strong emotional states:
love, passion, lust for life;
strength of aspiration, perseverance and fortitude;
contemplation, wisdom and poise, lightness, feminine tenderness.
Accordingly, three primary colors are used to convey these states: red, black, and light pastels.
The collection traditionally uses shape work, hand-knitted motifs and a voluminous texture of fringes and decorative upcycled elements made from leftovers from previous collections.