Dmitry Yurov
As a child, Lyubov Tsymbalova wanted to become a designer, but instead of a fashion institute, she ended up in professional sports, earned the title of Master of Sports of Russia, and set records. She returned to her childhood dream as a mother of two. Today, she has four children, her own brand SLAD, a premium denim clothing production, and the multi-brand space "Galantareya" in Bolshoy Gostiny Dvor.
— You wanted to become a designer since childhood, but you professionally pursued sports. Was the dream postponed or did you give up on it?
Rather, I didn't allow myself to take it seriously for a long time. The profession of a designer seemed very distant, almost unattainable. And sports were concrete: there was training, a standard, a result. I became a Master of Sport of Russia, set records, and received cups and medals. But the desire to create clothes never disappeared.
What from pro sports has been useful in the fashion business?
— Practically everything. Sports teach you that results rarely come immediately. You can work hard and not see any payoff, but still keep going. It was the same when creating the brand: trial batches, searching for fabric, mistakes with designs, fit, and production. Sports taught me not to wait for the perfect moment and not to stop after the first setback.
— Why did you decide to start specifically after the children were born?
— When I became a mother of two, life stopped being theoretical. I realized that clothes had to withstand a woman's real day. In the morning she has a meeting, in the afternoon work, in the evening children, commuting, errands. It's impossible to constantly change clothes and worry about where something will wrinkle or get in the way of movement. I wanted to create pieces where you don't have to choose between looking good and living a normal life.
I have four children now, and my clothing requirements have only gotten stricter. A beautiful piece just isn't enough anymore. It needs to be durable, comfortable, and last in my wardrobe for more than one season.
— Why was denim chosen as the foundation of the brand?
Jeans might seem like a simple item until you start producing them. Everything matters there: fabric density, finishing, proportions, pocket placement, fit. An error of a few centimeters completely changes the figure. That's why good jeans are almost an engineering feat.
Today, we consider premium denim one of SLAD's core competencies. This isn't a seasonal trend or a one-time wear item. Jeans should become that go-to pair someone automatically reaches for several times a week.
— You call SLAD a brand for people accustomed to winning. Is that an influence from your sports background?
— Of course. But for me, victory isn't necessarily a medal or first place. It's the internal state of a person who knows what they want, values their time, and doesn't need overly loud proof of their own success. Hence our aesthetic: calm, confident, without unnecessary demonstrativeness.
— What does the name SLAD mean?
— It's encrypted with myself — my initials, energy, and concept of beauty. It was important for me that the name wasn't an artificially invented beautiful combination of letters. It had to have personal meaning. When I see the logo on a finished product, I recall the entire journey — from a childhood dream to my own production.
At what point did one brand become insufficient for you, and "Galantireya" emerged?
— When you work within Russian fashion, you see a huge number of strong designers that the consumer might not know about. Each one has their own character: some excel at coats, some at jewelry, some at accessories. I wanted to bring them together not as a random collection of tenants, but as a cohesive wardrobe.
Thus, "Galanteya" appeared in the Bolshoi Gostiny Dvor. Approximately 20 brands are currently represented there. A person can come for one item and assemble a complete look – from a coat to accessories. For me, this is also a way to show that Russian fashion is no longer limited to a few well-known names.
— Aren't you afraid to put potential competitors next to your own brand?
— No. The buyer still compares. It's just that usually they do it on different websites and in different stores. We give them the opportunity to see Russian brands side-by-side and choose what truly fits. A strong product shouldn't be afraid of being next to another strong product.
Has the customer truly become more demanding?
— He's become more mature. Previously, items were often bought because they were trendy or immediately available. Today, people more frequently ask: Is it comfortable for me? Will I wear it in a year? Will the item withstand washing and not lose its shape? People are tired of overflowing closets where there's nothing to wear.
What is the main indicator of quality for you?
— It's not the price of the fabric or a perfectly straight seam on their own. A quality item becomes *yours*. It fits well, doesn't restrict movement, holds its shape, and doesn't end up in the back of the closet after a month. If someone chooses it again and again in the morning – that's the true result of a designer's work.
