Russian clothing brand established in Moscow in 2011

The MARI AXEL brand appeared on 24 October 2011 after the success of the runway show at the Mercedes-Benz Fashion Week Russia, which takes place twice a year in Moscow.

The brand's product line consists of women’s clothing, including coats, dresses, trousers, blouses, shirts and shorts. A collection of swimwear is also being planned for release.

  • Brand
  • 6 shows at the
    Mercedes-Benz Fashion
    Week Russia
  • Show at the Sony Vaio
    Intel Fashion Days
    in Moscow
  • Presentation of the
    children’s clothing line
  • Show at the Есо Fashion
    Week in Moscow
  • Show in conjunction
    with Samsung Electronics
  • Awarded Breakthrough
    Designer of the Year
    at the Brand Awards 2013

In 2013, the brand’s founder Mari Axel was invited to develop a joint collection for a Saratov garment factory. The designer and the factory’s masters thereby gained extensive experience in creating mass-produced designer clothes with competitive prices and quality.

The runway show was held on the Day of Industrial Collections during the Mercedes-Benz Fashion Week Russia in October 2013. The show was supported by the Ministry of Industry and Trade of the Russian Federation and garnered widespread media coverage.

target audience

Inherent femininity, elegance and laconism mark Mari Axel’s corporate identity. The cuts of MARI AXEL garments are simple yet always adorned with original details or decorations, which imparts a complete style.

Appreciated by consumers who value:
  • Style
  • Quality
  • Versatility
  • Femininity
  • Women
    ages 25
    to 35
  • Moderate
    to high
Brand’s clothing competes in
quality and design with
products of foreign brands
Valentino R.E.D. and Victoria Beckham

MARI AXEL clothing is available for sale on the official online store, in the showroom in the center of Moscow, at the Sunday Up Market Concept Store, and at shows and fashion weeks.

Items from both general collections and custom tailored orders from the in-house studio are available to the customer.

Sales in 2014
  • +74%

    Increase in the
    number of sales

  • +182%

    Increase in the online
    store traffic

The average bill
at the online store

The tailoring of MARI AXEL clothing is done in house in Moscow and in conjunction with the largest Russian factories, using domestic and foreign fabrics and accessories of the highest quality.

At present, the company heads have set the goal of increasing the audience to 100,000 people by 2020. They are also striving to develop sales tools via the internet and retail chains, as well as to access the markets of the CIS and Customs Union.