We’re excited to introduce you to the always interesting and insightful Aneta Sofronova. We hope you’ll enjoy our conversation with Aneta below.

Aneta, appreciate you joining us today. Can you talk to us about a project that’s meant a lot to you?

One of the most meaningful projects in my career was the creation of Nusha, my own fashion brand that places sustainability and ethical production at its core.

My journey started with a series of corporate fashion jobs that exposed me to the staggering scale of production and waste within the industry. It was eye-opening to see the resources expended, the environmental impact, and the sometimes questionable labor practices. However, what truly shook me was the tragic Rana Plaza collapse in 2013, which resulted in the loss of over 1,000 lives. The company I was working for at the time was having items produced in that very factory. It was a stark reminder of the human cost and social responsibility that should be integral to the fashion industry.

After witnessing these issues so closely, I took a break from the fashion industry to reflect on my path and values. I realized that I could no longer participate in a system that perpetuated such practices. This was the turning point that motivated me to create my own brand that had stronger values.

I founded Nusha, formerly known as Immortelle, with a clear mission – to produce fashion that not only looks and feels good but also does good. We set out to create a brand that aligns with my personal values of sustainability and ethical production. Our commitment to eco-friendly materials (with an emphasis on hemp), fair labor practices, and a minimal carbon footprint became the guiding principles of Nusha.

In creating Nusha, I’ve found a sense of purpose and fulfillment that goes beyond traditional success in the fashion industry. It’s more than just designing clothes; it’s about making a positive impact on the planet and the people who make our garments. This project represents a meaningful journey of personal and professional growth, where I transformed my disillusionment with the industry into a platform for change. Nusha is my way of contributing to a more sustainable and ethical future for fashion, and I couldn’t be prouder of what I’ve created so far.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My journey began at the young age of 10 when I started to sketch outfit ideas for celebrities and right then decided I wanted to become a fashion designer. At age 11 I was introduced to sewing in a home economics class. I remember the first time I sat behind a sewing machine, feeling so excited at the idea that I could create anything I desired, from scratch. That moment ignited a lifelong love affair with the art of clothing design.

Most of my early days of sewing and creating garments before attending university was self taught. I believe it carved out a unique path for me, one that places a strong emphasis on thinking outside the box and creative problem-solving. I believe this unconventional foundation has been instrumental in shaping my design philosophy, allowing me to push boundaries and innovate in a quickly evolving industry.

Sewing has been a constant in my life, and I’m still excited to sit down and create new pieces, whether destined for production or just for my personal collection. It’s this genuine passion that I bring to my work, making sure that each creation is a labor of love.

In addition to fashion design, I’ve explored various other artistic interests, such as natural plant dyeing, photography, and painting. I believe that these pursuits all tie into the same vision of creating beautiful objects. My brand, Nusha, reflects this holistic approach to creativity, where I aim to not only design sustainable and stylish clothing but also to integrate nature-inspired elements and artistic expressions into every piece.

What makes me most proud is the realization of my vision in Nusha. It’s a brand that goes beyond just fashion; it’s a commitment to sustainable practices, holistic living and ethical production. Nusha stands for timeless, healthy, eco-conscious designs. My journey is a testament to the fact that a deep-rooted passion can lead to meaningful and impactful work.

Have any books or other resources had a big impact on you?

I’ve always been a believer in the power of continuous learning and personal development. While I may not have had a naturally business-oriented mindset, a few books have impacted the way I approach management and entrepreneurship. Two of these books, which have played a positive role in structuring my business philosophy, are ‘Building a Story Brand’ and ‘Marketing Made Simple,’ both authored by Donald Miller and J.J. Peterson.

In addition to my journey in business, I’m also passionate about self-improvement, especially after a recent ADHD diagnosis. This prompted me to delve deeper into brain health and managing the associated symptoms. Some of the standout books that I’ve found incredibly valuable in this journey are:

‘Atomic Habits’ by James Clear, which has been instrumental in helping me build good habits and make positive changes in my life.

‘Stolen Focus’ by Johann Hari, which provides insights into the modern challenges of focus and attention in our increasingly distracted world.

‘Change Your Brain, Change Your Life’ and ‘Healing ADD’ by Dr. Daniel Amen, which have been essential in understanding the connection between brain health and overall well-being, particularly for individuals like me who may have ADHD.

What can society do to ensure an environment that’s helpful to artists and creatives?

In my view, one of the most meaningful ways we can support artists, creatives, and nurture a thriving creative ecosystem is by prioritizing quality over quantity. Our world often emphasizes consumption and rapid turnover, but this mindset can sometimes overshadow the true value of art and creativity.

We should vote with our dollars. This means buying less but investing in items, experiences, and art that will stand the test of time. By consciously choosing quality over quantity, we contribute to a sustainable creative ecosystem where artists are encouraged to produce meaningful, enduring work. This sends a powerful message that creativity and craftsmanship are valued. This support allows artists to continue to create, innovate, and push the boundaries of their craft.

Contact Info:

• Website: www.hellonusha.com
• Instagram: www.instagram.com/hello.nusha
• Facebook: www.facebook.com/hello.nusha
• Other: www.pinterest.ca/hellonusha

Image Credits
James Arthurs Kaela Leone Ana Alic