“Quality. Confidence. Timeless. Sustainable. Beautiful.” The five words model-turned-entrepreneur Tatiana Korsakova uses to describe her breakthrough brand VAARA and when you witness for yourself, you’ll see it’s 100 per cent true.
Described as a brand “reimagining the concept of athleisure”, the idea for VAARA was born out of Tatiana’s every day routine. As a busy, working mum of three, she was consistently wearing the everyday basics we all love to run around in, but for Tatiana, something was missing.
“For me, quality is my priority and I felt like lots of activewear was disappointing – the quality wasn’t there,” she tells GRAZIA. “I thought to myself, I would love to launch something that, you know, any woman could wear, if needed, from the morning until the evening, just with different styling. From school runs to meetings to travel and that also feels very chic, contemporary yet elegant.”
It wasn’t just noticing a gap in the market for something that didn’t compromise on versatility and quality, Tatiana was also aware of the changing consumer habits when it came to shopping for timeless pieces, particularly in a post-pandemic world.
“The way customers are shopping now is changing, especially after COVID-19. They don’t want to follow fast trends and this very strict Spring/Summer, Autumn/Winter calendar,” she explains. “We have succeeded in following the customer’s journey throughout the year, so we are dropping small collections on our website.”
At its core, it was about creating a brand that was sustainable, yet versatile, timeless, on the pulse of cutting-edge design and it’s clear the London-based studio has found that balance.
From key activewear pieces to daywear items to accessories, and even beachwear, every VAARA piece seamlessly weaves into the everyday wardrobe for all occasions.
“Our clothes are meant to support us during the day,” Tatiana asserts. “Rather than being like, ‘Oh, this is just too late. This is annoying. This is extra’. I wanted to create a collection that’s beautiful where women feel chic, elegant, confident and comfortable.”
And now VAARA is making waves in the Middle East which is an exciting market for Tatiana and her team.
“The women are beautiful and I can see they are more and more health conscious,” she says. “I’m confident about our product and I think the women really deserve something special and will enjoy wearing VAARA. Today VAARA active and beach wear are available online with super comfortable delivery, our partnerships with the aesthetic alike showrooms and hotels are coming up soon – I am so excited for the plans and grateful for such generous welcome from UAE market.”
“Our clothes have to support us during the day,” Tatiana asserts. “Rather than being like, ‘Oh, this is just too late. This is annoying. This is extra’. I wanted to create a collection that’s beautiful where women feel chic, elegant, confident and comfortable.”
And now the brand is making waves in the Middle East which is an exciting market for Tatiana and her team.
“The women here are beautiful and I can see they are more and more health conscious,” she says. “I’m confident about our product and I think the women really deserve something special and will enjoy wearing VAARA and seeing what we have to offer.”
It’s certainly a year for expansion for VAARA, as Tatiana affirms.
“Our biggest goal this year is to introduce the brand to as many women as possible,” she says. “The quality, the team, the designs, everything. I’m really happy with where the brand is and I’m ready to share it with everyone.”
You can shop all the latest VAARA pieces at vaara.com.
