New Brand To Know: Delada

Creative director Lada Komarova’s inspiration stems from her experiences of growing up in Moscow during the break-up of the Soviet state in the Nineties. The self-taught designer has been working on various ranges and made-to-order designs before launching her label in 2017. The label is based in the greater London area and is sold on Machine-A, Browns Fashion, and Farfetch.

What inspired you to launch your label? 

I loved experimenting with construction and pushing the boundary of some existing design elements. In my head, I had some visions of various collection themes and designs that I wanted to bring to reality, and having my own label gave me the freedom to pursue my vision and style. Plus of course, the inspiring feedback from clients who loved the looks I created gave me huge motivation. With more and more client requests for different pieces and variations of some of my signature designs such as the over-sized sleeve unisex shirts, I was so excited to bring my creativity to life and it was only time before I would launch and combine all my designs under the Delada brand.

Why fashion? 

I originally fell in love with art. But at the same time, I do remember vividly even as a young girl dressing up and making my own clothes. My love for the creativity of fashion was always there, no question. But I soon realized through witnessing the success of many amazing conceptual brands that I could combine my art background, love for fashion design, and my own memories and experiences to create something that for me represents my past, present, and future. Fashion is the medium which right now I feel allows me to most effectively express my artistic visions, while also creating something commercial and wearable.

What is your brand ethos?

I would say Delada is a brand that I use to tell my story, through interlacing theatricality into the aesthetic, I want the wearer to feel as if they are witnessing post/pre -Soviet Union Russia. The process not only allows me to reflect on my childhood memories but also demonstrates the union of the past and the future, which for me creates such beautiful ideas.

How would you describe your signature aesthetic? 

The main focus of the brand is unconventional tailoring. Tailoring and uniformity is something I grew up around. Reclaiming and re-appropriating these styles allows me to include elements of playfulness and deconstruction. How I design now is simply something I and many have been doing since we were children, reworking, and combining different elements from outfits that belonged to our parents, caretakers’ or siblings. I remember going through my grandmother’s wardrobe, and mix-matching several of her dresses, thinking back now I realize how silly I must have looked but it has really informed my present way of working. I often rework already created styles I have in the studio and use the deadstock of fabrics in different ways to be more sustainable. 

My signature looks are the unisex Delada shirts with oversized and sometimes detachable sleeves and deconstructed blazers that can be taken apart and worn in many different configurations and styles. One of the highlights of my career so far has been Beyonce wearing one of my blazers for an Instagram campaign – she bought it privately in a Boutique in Los Angeles and I was very excited to see an amazing icon like her promote an upcoming brand like mine. 

What was your inspiration this season? 

My collections are usually an evolution from one season to the next, expanding on the theme of Soviet Russian, and picking out new elements from my past and interpreting them in a new way. The latest collection just builds on my memories of that time, using different textures and floral prints as well as still deconstructing traditional design elements to create the unique Delada look.

Who is your customer?

There is a wide range of customers that now follow Delada, I would love to hope that my pieces are accessible to all different types of people and ages. Some of the pieces are more inclined to represent streetwear, therefore I would say those pieces are generally more popular however not exclusive to the younger generations. But if I would have to pinpoint, I would say then the main customer base for Delada is definitely people who enjoy the many creative variations the garments can be styled.

What are your plans for the label?

At the moment, the focus is on expanding the brand’s reach especially in the Middle East, North America, and Canada. We have had the fastest growth recently with customers in Japan, South Korea, Hong-Kong, and China demanding wider distribution and availability, which is very exciting. We are also focusing on providing our retail partners with a wider range of products at different price points so there is a Delada piece for everyone and for every budget. And of course, finally, we are working on some very interesting collaborations that will soon be announced, so stay tuned.