By the way, I thought I would take this opportunity to also tell you a little bit about the young lady in the photos above. Unfortunately, I have never met her personally but I really like what she is doing and I am keeping an eye on her. She used to be a fashion buyer who later turned into a stylist and dabbled in fashion journalism. As it oftens happens, and what often seems to be the natural progression, Natasha decided to take her love of fashion a bit further by launching her own label. At this point I should probably tell you that Natasha is based in Russia which essentially means that launching a brand and getting people to buy is twice as hard as it would be say in London. This is not due to lack of funding (I'm pretty sure she doesnt have issues with that as this lady is quite well connected in the Moscow fashion circuit) but due to lack of fashion culture on a mass level. Once you manage to get the funding, the next challenge is to come up with something that is trendy and stylish not just by Russian standards but also by rest-of-world standards.
Natasha's debut collection carries the name TzipporahNG and is brilliant for a number of reasons. Firstly it is wearable, everyday and 'young'. Secondly, and what possibly impressed me the most, is that it is affordable. When you are part of the 'privileged circle' in Moscow I think it would be easy to fall into a trap of making clothes aimed at your privileged circle of friends. It is good to see that Goldenberg is smarter than that and went for something that will appeal to a wider audience. Thirdly, the promotion of the label is veeery clever. Natasha got the crew from Slickwalk.com, which is probably the top and definitely the best known street style blog in Russia, to shoot the lookbook for the label. The shoot is done street style and uses 'real' girls rather than models. The promo film was done by a mate of Natasha'sm, a musician-turned-journalist, Kirill Ivanov. It's simple yet super effective PR formula that surely will yeild some brilliant results!
The website and online store will go live shortly at http://www.tzipporahng.com/
You can view the photoshoot by Slickwalk, the promo film and the interview with Natasha (for those of you who speak Russian) at Look At Me by clicking here