In a world where every detail becomes part of a larger story, the brand Zhelanna is building its own universe — a place where the luxury of haute couture evening gowns intertwines with the magic of handcrafted jewelry. Founder Zhdana Saltykova, like a modern-day fairy godmother, helps every woman reveal her inner beauty through the art of creating the perfect look — one that blends strength with tenderness, confidence with delicacy.
For Zhelanna, 2025 has been nothing short of a triumph. It began in March with the brand’s debut at the XVII Neva Fashion Week in St. Petersburg, unveiling a collection inspired by northern legends. Models of different ages and abilities walked the runway, highlighting the brand’s belief in beauty without boundaries. Next came a striking presentation at the anniversary “Krasa Rusi 2025” competition in Sochi, where national motifs from across Russia seamlessly merged with sophisticated evening silhouettes.
Another highlight was the brand’s participation in Moscow’s Estet Fashion Week, where Zhelanna impressed the audience with daring creative choices — from innovative fabric use to unexpected color combinations. And on May 10, the brand reached new heights with the spectacular “Spring Gravity” show on DMC MUSIC TV, where Zhelanna’s signature fairytale aesthetic met cutting-edge urban trends.
But the crown jewel of the summer was the June 22 showcase at the international Podium Seasons project, set against the historic backdrop of the Peter and Paul Fortress. Shimmering fabrics, intricate embroidery, and refined silhouettes created an atmosphere of pure magic, while each handcrafted headpiece from Zhelanna by Zhdana Saltykova added its own sparkle and mystery.
A special role in bringing this vision to life belongs to Zhelanna’s 2024–2025 brand ambassador, Alexandra Goy. Known for her timeless elegance and magnetic stage presence, Alexandra embodies the spirit of Zhelanna both on and off the runway — a woman who wears couture not just as clothing, but as a statement of self-expression and grace. Her appearances in the brand’s campaigns have elevated its fairytale allure to a new level, captivating audiences from fashion insiders to everyday dreamers.
With every show, Zhelanna does more than present clothing — it tells stories, sets a mood, and inspires bold style experiments. From St. Petersburg to Sochi, from Moscow to international stages, the brand continues its winning journey, proving that true fashion, like true magic, knows no borders. Ahead lie new collections, new shows, and new opportunities for women around the world to become the heroines of their own fairytales
