Lyubov Maison

Lyubov is a French brand of clothing founded by Viktoria Bagryantseva in 2006.
Viktoria Bagryantseva wanted to express the feelings that lead her to set up not only her brand but her entire life project : to love, to be loved, to achieve, to build, go forward and beyond one’s own limits.
One word could summarize this whole philosophy : Lyubov (love in russian). The name of the brand was born.
Early Career
Viktoria Bagryantseva was born in Moscow and grows up admiring her father, one of the finest Russian jewellers specialized in cameos. At 14, she starts her modeling career in a famous agency while at the same time, pursuing a degree in Art History. After several years on the catwalks, she realises that fashion design is the field where she truly belongs. In 2003, she enters the prestigious École de la Chambre Syndicale de la Couture Parisienne and immediately believes that one day, she will create her own brand.
After obtaining her diploma, she works in Roberto Cavalli’s atelier and establishes close ties with the Florentine designer. During 2 years, Viktoria learns how to work on patterns, choose fabrics and build a collection. From this collaboration, Viktoria Bagryantseva realises that fashion is all about sublimating women and making them feel beautiful.
In 2009, her determination pays and she opens her first boutique at 19 rue Cambon in Paris, the same street where Coco Chanel started, almost a century before. She also establishes her showroom and atelier in the same street.
In 2010, she develops a collection of shoes in collaboration with Raymond Massaro, one of the most famous Parisian shoemakers who worked with Haute-Couture houses such as Chanel, Azzedine Alaia, Christian Lacroix and Madame Grès.
In June 2011, she opens a Pop-Up store at 340 rue Saint-Honoré in the famous ex gas station where Chanel and Colette hosted their events during the Paris Fashion Week 2011. For this project, Viktoria Bagryantseva collaborates with other artists such as the architect and interior designer India Mahdavi et the contemporary artist Mambo.
Style
Viktoria Bagryantseva subtly mixes her Russian origins with her Parisian environment. Noble fabrics, distinguished silhouettes and an unique French savoir-faire : Lyubov is in the line of the luxury ready-to-wear houses. Whether it is for a long evening gown or a linen pair of shorts, Viktoria Bagryantseva gives special attention to the details of a pattern, to the precision of a cut.
The Lyubov woman plays between the delicacy of the cloth and the structural shapes of the outfit. Inspired by so many different sources, Viktoria Bagryantseva develops timeless collections that satisfy women from various backgrounds. For the Spring/Summer 2012 collection, Viktoria Bagryantseva invites us to reach for the stars : transparent organza, elegant silk and a sparkling touch.
In the press
Lyubov has been highly praised by both French and International magazines such as Glamour, Elle, Tatler, L'Officiel, Numéro, Madame Figaro, Umno and WeAr. Worldwide bloggers have shown great interest for the brand and especially for the Pop-Up store on 340 Rue Saint-Honoré. Celebrities such as Mélanie Thierry, Nora Arnezeder, Elisa Sednaoui and Mélanie Doutey came to the opening party to show they support to the designer Viktoria Bagryantseva.

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