My Style: Evgenia Linovich

Portrait of Russian fashion designer Evgenia Linovich

Photo: Dmitri Isxakov — Courtesy of LuxCartel

What are the rules in the way you dress?

I try not to make rules. One thing I always try to avoid is wearing heels; I prefer flats. I try to dress according to my mood but of course it’s important to follow a dress code, if there is one.

Please describe your style in three words.

Savvy, daring, sophisticated.

What is the biggest mistake one can make when getting dressed?

Fashion is very unpredictable. Something that may have been unacceptable last season could be a huge hit the next season, so mistakes happen. Wear what makes you happy, but always take risks.

Do you believe in role models?

Absolutely! Especially when it comes to fashion. Sometimes I wake up and think “I want to be over the top today!” and I do my best to express it through the way I dress. On the other hand I am a mother of three and need to dress accordingly. That’s when I try to channel my inner “desperate housewife”.

What are your favourite fabrics?

Denim and neoprene.

Are there any style combinations that you object to?


Which city has the best-dressed women?

Moscow! We are overdressed sometimes, but girls here are very fond of fashion and devote a lot of attention, time, and money to maintain the way they look.

Would you say that you are conservative or bold?

Bold, for sure!

Celebrities and style...

Are crucial to commercialising trends.

Name one garment/accessory that you can never have enough of?


A woman should always look like…

How she feels.

Who taught you what you know about style?

Old films and historical photos.

How do you select your clothing every morning?

I’m always on the run! Especially because traffic in Moscow only allows you to do so much in a day. Most of the time you will find me in sneakers and an oversized Stella McCartney cashmere dress. If I have an event that night, I’ll bring a cocktail dress with me and change at my showroom (but sometimes even in the car).

What is your biggest regret?

I don’t know about “biggest” but I suppose I kind of regret always getting blow-outs because now I’m not used to wearing my natural curls anymore.

The three essential things a woman should know about style are…

Dress according to your mood and how you feel that day. Don’t be afraid to mix and match. Think about proportions — your clothes should complement the natural shape of your body.

Do you have any shopping rituals?

Shopping is my passion. There are no rules and limits. I love to find local designers everywhere I travel.

We will never see you wearing...

A miniskirt.

Which new designers do you follow and why?

Jane Kim. She is from Russia and I love her Asian influences. I believe our country is a very curious blend of Europe and Asia. Another brand I like is a Thai designer, Sretsis.

Who is the most stylish person you have ever seen?

I never met Diana Vreeland, but she is the best style icon. I also like Giovanna Battaglia and Elena Perminova.

What is the first thing you notice on a woman?

Her hairstyle, her manicure, and only then her outfit.

What are the most treasured items in your wardrobe?

I could never choose! Perhaps an off-white dress made from vintage lace I once found.

Which fashion house never fails to impress you?


One article of clothing that a woman needs to pay close attention to is…

Her shoes.

Is comfort an enemy of style?

Not really, you can almost always be comfortable yet still look well dressed. Except for a black-tie dress code because there’s no way to dress comfortably for that.

Who would you like to recommend for My Style?

Vika Gazinskaya.

The best words of advice you have ever heard?

Never stop learning and always be curious.

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