BRAND «404 NOT FOUND» WAS CONSTRUCTED ON PHILOSOPHY OF A MISTAKE WHICH IS ALWAYS PRESENT IN HUMAN LIFE, ESPECIALLY IN WOMEN'S.
Some experience it more and some less.

Today «404 NOT FOUND» is looking for noble character of a Russian woman and striving to understand the secret of her soul through history, literature, movie and other sources of inspiration. For example, in the collection autumn-winter 2018/19 the brand asks the question to heroine of the film «Moscow does not believe in tears».