Alexander Terekhov and Oksana Lavrenteva
One of the biggest events in the world of Russian fashion in this summer became the news of the closure of the brand Alexander Terekhov. This decision was made by the owner of the brand Oksana Lavrenteva, saying that he was going to focus on promoting their own brand.
the designer, who left at the time of the pandemic coronavirus in Thailand (ibid, and it caught the news), from comments while refuses, but Oksana your choice has already been explained. Today on the Forbes website has published new material on the history of the brand, which mentioned some new details of the crisis.
So, according to information cited by Forbes, the problems began after the release of the acclaimed film for the 10th anniversary of the Russian Tatler in 2018.
Recall that funny video of Konstantin Bogomolov, where ironically there was some secular characters, is very upset Lavrentyev because of the hints that her husband, writer Alexander Tsypkin, I got to the party just because of her.
In the story the heroine, a prototype of which was Lavrentiev, picked up the cat from the Tretyakov passage and carried her to his luxurious apartment. In the film Bogomolov (though in another part) appeared and Alexander Terekhov, which only increased the resentment Oksana.
After the movie I talked with Sasha (Terehova) and said, “Pack your things, leave,” — says the entrepreneur. In the end, Sasha apologized and said, “Let’s do this”. And we continued to work.” br>
According to close to “Runmode” source Lavrentyev suggested Terekhov three options: to stay in the company and lose the personal driver and insurance, “to go in academic leave” or leave the company altogether. The designer chose the first option. Oksana in conversation with Forbes this information confirmed
the article reads.
Later all parties to the conflict, including Michael druan, which acted as the producer of the controversial film, kind of like publicly reconciled, but the old relationship still crashed.
Michael drujan
This sharp conflict Oksana zeroed brand presence in the entire range of publications Conde Nast Russia. This war has affected not only Tatler but also “the Bible of style” — Vogue magazine. Well, it is impossible to sell expensive dresses, not having such a platform as Vogue and other Conde Nast publications. In my opinion, it is inconceivable,
— here are the words of Mikhail Druyan to Forbes.
these words in the edition confirmed and numbers. So, if in 2018 the turnover of Rusmoda, OOO and OOO “Atele Rusmoda” amounted to 743 million rubles, in 2019 to 700 million rubles, while the net loss has increased from 16 million to 92 million rubles.
Complex segment: who’s got the money, buy Brunello Cucinelli, who is not — 12Storeez, and Terekhov was right in the middle at a price,
— Forbes quoted an insider from the fashion Industree.
According to Oksana on the decision to close the brands of Alexander Terekhov and Terekhov Girl heavily influenced by the absence of Alexander in Russia in the midst of the crisis that the fashion industry had to face because of the coronavirus.
I had to lay off people to close shops. It was all a huge stress. I have done this myself, one with my team here. Sasha was there. Naturally, this has affected the fact that you don’t want to invest energy in someone else,
— said the Lavrentiev.
however, Forbes says that, formally, Terekhov has not violated its commitments, because it is not a co-owner, and in the same salaried employee, and to participate in the rescue or liquidation of the company was not obliged to.
Recall that the closure marks became known on June 19 about their decision Lavrentiev, he said in his telegram channel. The latest collections will be the spring-summer 2021, which Terekhov had already come up and fall-winter 2020/2021, which has already rebuffed and will soon go on sale.
Next Lavrenteva will develop brand OLOLOL, which it is positioning as a casual comfortable clothes middle or middle-up segments. Co-owners of the new company Oksana became only female ally she invited his team “Runmode”.
One of the interlocutors Forbes also suggested that the brand Alexander Terekhov may be sold to another investor, but officially this opportunity Lavrentiev has not yet commented on.
