"Nezhva" is a new Russian plus-size women's brand. A basic wardrobe for women with curves.

      "Nezhva" is a Russian plus-size women's clothing brand that appeared on the fashion map in 2026. The brand's DNA is rooted in love and a sensitive attitude towards all body types. Here, every model is thoughtfully designed down to the smallest detail, taking into account real women's shapes, and the collections are created based on a constructor principle, forming a reliable basic wardrobe for everyday wear. The foundation of the brand lies in the idea of creating comfortable and stylish clothing for women in beautiful shapes, and in general, changing the culture of body perception to support women in any situation when they want to express themselves.

      The global fashion market has only recently begun to pay special attention to the plus-size category, while Russian manufacturers continue to largely live within the mainstream model parameters for creating a basic wardrobe. Most producers of popular brands offer consumers clothing up to size 48, while nearly half of Russian women wear sizes starting from 50, and this figure is growing year by year. As a result, many brands simply adapt patterns to plus-size sizes rather than developing new ones, which often reduces the quality of products for this consumer category. Consequently, women with curves find it quite challenging to find not just quality but also stylish clothing that is properly tailored and takes real shapes into account.

      In 2025, the founders of the "Nezhva" brand gathered their years of observational experience and decided to create their own brand of relevant models for women up to size 60 based on domestic manufacturers. Thus, "Nezhva" was born.

      "Nezhva" is a neologism born from the combination of the words tenderness and alive, which accurately conveys the brand's philosophy: it emphasizes corporeality, a caring attitude towards the body, attentiveness to shape, and a woman's right to be herself in her own body.

      The "Nezhva" team consists of three women of different ages and with different professional experiences, united by a common idea and values.

      Anastasia Andreevskaya, co-founder and creative director of the "Nezhva" brand:

      "It can be difficult for women with curves to find not just quality but truly stylish clothing created with their figure in mind. We decided to create a brand where patterns are initially developed for women with curves, and the quality of materials and tailoring gives a sense of exclusivity and comfort. Despite the fact that the industry demands that fashion brands adapt to certain beauty standards and unspoken business rules, we primarily think about the fact that not every woman can and wants to live in a model's body."

      It is important to note that "Nezhva" works with shape not as a limitation but as a source of strength, expressiveness, and individuality. The size range includes sizes from 50 to 60, and the patterns are initially designed for women's bodies with curves according to the GOST size chart. Unlike many brands that are used to working with model parameters of other categories, "Nezhva" does not adapt patterns from standard collections to plus-size but creates them, always based on real shapes and not reducing sizes. The fit, balance of proportions, work with volume and lines are thought out at the design stage, forming the basis of a basic wardrobe where comfort and aesthetics coexist equally.

      The brand team pays special attention to materials, tactile sensations, and color as elements that directly influence a woman's state and self-perception. The brand's clothing is designed to support women not only visually but also at the level of sensations. At the same time, the choice of color is determined by a specific therapeutic effect of each model within the collection.

      The first collection features essential basic models: a classic jacket in blueberry and burgundy colors, a blouse made of suit fabric and viscose, classic blue jeans of the right cut, a kimono dress, black and burgundy viscose dresses, as well as a suit shirt, suit trousers, and a suit skirt. All items can and should be combined with each other, each time creating simple and stylish combinations for everyday wear. The average price of the items ranges from 8000 to 18000 rubles. The collection can be purchased on the official website https://nejva.me/

      All collections of the brand are produced in Russia at local factories with attention to detail and quality of execution. At this stage, Italian materials are used in the sewing of collections, while "Nezhva" is consistently moving towards replacing imported materials by choosing Russian suppliers of fabrics and accessories. In the future, the brand's creators aim for a complete replacement of imported raw materials with Russian ones.

      The brand's collections are created by craftsmen at Russian factories, which allows for quick resolution of logistics issues and building all business processes from nearby Moscow region. The priority of the production process remains the density, durability, and appearance of materials — the brand's items are designed for a long life, not just for one season.

      "Nezhva" helps every woman express and manifest her inner freedom and beauty through clothing. This is a new plus-size women's brand created with love and attention to detail by women for women.