Postimees · Luxurious Estonia (Luksuslik Eesti) · 2025
A glimpse into the world of particularly bold designers
English translation of the original Estonian article. Original headline: Sissepõige eriliselt lennukate disainerite maailma
See the original design in the magazineThis time we meet two pearls of Estonian fashion design: one whose name we have known for years thanks to the beautiful dresses designed for presidential receptions, fashion weeks and other events, and another known for her bold ideas and for celebrating woman as a special brand.
The name of Kirill Safonov, his uniquely designed fabric patterns and daring cuts have inspired many fashion-conscious women and men on both sides of the border for many years.
Over time, the designer's work has reached Paris, London and beyond, with a personal interview even appearing in British Vogue.
As with many creative people, Kirill says his path as a fashion designer began with a dream of creating art. At first he actually studied textile design at the Estonian Academy of Arts, but increasingly began putting his ideas for garments on paper with pencil and watercolour. Later, having gained experience in garment construction, he moved on to draping on a mannequin.
The creative process differs for every (fashion) artist, and inspiration is found both in the outside world and by diving into one's inner world. "Of course I'm influenced both by being in company and by being on my own. As a fashion designer, however, it's especially important to understand the moods prevailing in society and where things are heading. Only on that basis does it make sense to create and offer people something that truly speaks to them," the designer is convinced.
Uniqueness squared: Kirill designs both the fabric and the garment himself
Kirill chooses patterns, fabrics and materials depending on the season, idea and collection. Some textiles move from one season to the next, while others appear only once – exclusively, within one collection. The distinctive feature of his style lies precisely in exclusivity. A selection of fabrics and cuts has been created only for specific clients, and their value is therefore something quite different from what is found in retail.
The designer's aim is not to shock or astonish anyone with his collections or tailor-made garments. Rather, Kirill wants to create clothes that help a person stand out from the crowd – in a good way. His work is meant for those who are tired of mass production and are looking for a way out of uniformity.
This year has given the renowned designer a special opportunity: presenting a small collection in New York, in SoHo. It was a limited edition that suited the rhythm of the big city perfectly.
"The warmest moments in my profession are when I see people wearing my creations. Then I understand that I'm moving in the right direction," Kirill says, feeling both pride and joy in his work.
For years now, Kirill Safonov's designs have been seen on well-known people at many festive receptions and prestigious events, with plenty of photos reaching the print media. The designer has also presented his work at Tallinn Fashion Week and been nominated for the Golden Needle.
His new selection "The Canvas" can currently be seen at SoHo & Oculus World Trade Center, and in Pärnu at the "Siluett" shop on Rüütli Street.
On 22 October a new collection will be presented at Kultuurikatel as part of fashion week. This season Kirill has once again been named among the candidates for the Golden Needle, Estonia's most coveted fashion design award. One can only wait with excitement to see how the designer, who juggles bold ideas and classic cuts, will surprise this time. See more: kirillsafonov.com
Riina Laanetu
"A conscious and active woman is already a brand in herself," says Riina Laanetu, who stands out for her bold work.
Having first made her name rather in Southern Europe, launching her brand in Milan, Italy, Riina Laanetu has expanded her reach even further. Her products are sold from a boutique in Monaco to Tallinn, where her studio-showroom is also located. In addition, she runs a series of events for active women with open minds, one of which is coming up soon.
While some may find Riina Laanetu's work expensive, the designer sees exactly that as its charm: the price is selective, and Riina gets to work with precisely those clients she likes to call the Smart-Conscious-Active woman.
In her special collection "WOMENs DNA", Riina has used only very high-quality Italian fabrics. What's more, the entire design is unique in the world: "Dress up – Dress down" was created for a true Woman with a capital W. This woman knows how to appreciate quality and handles any situation with her self-confidence, wearing the pieces "from breakfast to dinner". The special feature of the collection is that sleeves, trouser legs and the "red carpet" part of a dress (the long part) can be added and removed.
In September 2025, as this article goes to print, Riina Laanetu is showing exactly this "Breakfast until Dinner" collection on the Milan runway. This special design continues to cause quite a stir both near and far.
A patented ball pocket – the first of its kind in the world?
The bold designer has also created a sportswear collection, RL LIFESTYLE, intended mainly for active women who play tennis or padel and go to the gym. Among these clothes there is again something very special: the skirt and leotard skirt have a patented ball pocket at the back of the waistband that doesn't spoil a woman's silhouette on the court. "I dare say I am the first in the whole world to create such a design. Top tennis player Kaia Kanepi got used to using the pocket very quickly. That gave me the confidence that it is a 100% right design invention," Riina says, pleased with her different approach.
Ideas mostly come to Riina when she is alone, running or walking in nature. Her designer's mind is sometimes set in motion by a big event that gives her butterflies in the stomach, and at other times by "excitement in some completely different mode", as she puts it. For example, her first major vision for the "WOMENs DNA" collection came to her at night, alone on a boat in Italy travelling from Naples towards Capri.
Riina says with conviction that she chooses fabrics for her clothes from Italy, because the quality of fabric there is the best thanks to the country's long and powerful fashion industry history. Years of trusted cooperation with specific partners in Italy have always gone well.
When asked what feeling she wants a client to have when wearing her product, she answers with a very clear vision: "The client must feel comfortable, and wearing my creations gives her more self-confidence."
Quality matters in life, and lifestyle should reflect it in every way.
The designer considers self-respect important, choosing training, food, drink and what to wear against one's skin accordingly. "Quality fabric is part of a lifestyle," Riina says firmly.
As for her work, she emphasises that the client can use the product she designs as much as possible. When you buy yourself an expensive dress, jacket or trousers, they shouldn't just hang in the wardrobe. Thanks to Riina's unique "Dress up – Dress down" collection, clothes get much more use! The designer offers various collections, from evening wear to sports and leisure clothing.
As a designer and tailor, Riina has faced challenges in expressing her high-quality design on the technical side. The technology she has created herself is a little different. Today, she dares to say, she and her team have managed well, as proven by the Milano Fashion Awards she received in 2023 when presenting her work on the Milan runway.
In interior design, one of her biggest challenges has been creating the entire interior architecture from start to finish for such a large project as the CONFIDO private medical centre.
Riina's work has been seen on the runways of Milan, in Dubai and in Monaco, where the products are currently available at the Yours boutique. The clothes can also be found in Tallinn at Stockmann and at Riina Laanetu's own showroom at Pärnu mnt 33/69.
As Riina is also inspired by her clients, as a thank-you she organises an exclusive series of events held 2–3 times a year. On 3 October there is the event "WHO WEARS THE TROUSERS". The main speakers are gynaecologist Dr Lea Lang and trainer and lifestyle creator Egle Nabi, plus surprises, sparkling drinks and snacks. Discover all her work at www.riinalaanetu.com
If only you could visit special Estonian designers with a guide? Yes, it's possible!
Did you know that for the sixth year now, you can order a design tour in Tallinn tailored entirely to your wishes? It takes you to discover designers in exactly the field that interests you most. So far guests have met clothing, jewellery, leather and graphic designers. Each design tour also includes a small snack break at a local chocolatier.
The design tours were launched by Piret Potisepp, who returned to her home town after years of living and working in different countries. Relying on Piret's extensive knowledge of creative people, you can discover interesting gems in the Estonian design world. Thanks to Piret, for example, the beautiful work of the very interesting Kät brand, located in Tallinn's Põhjala Factory, was discovered, as well as Karen Milistvere, Sigrid Kuusk, Oksana Tandit, Lilli, August and many others.
One thing is certain: a design tour is a special experience that stays in your memory for a long time and inspires you to live more creatively. Find out more at www.designtours.ee