Launched in February of 2012 at Copenhagen Fashion Week, the brand is a total newcomer to the fashion scene, but with a long heritage of experience behind it, and a long journey before the label became a reality. Studying economics and working in marketing for several years for various international corporations, Seregina honed her understanding of a city living, and learned a lot about the daily life and needs of women. In 2008, Julia decided to quit her marketing career and follow the dream of being a full-time garments designer. She returned to school, to formalize her design skills, and redirect her career into the world of fashion. Specializing in transforming and reinventing space into new forms through knitting, Seregina combines contemporary design with the comfort of knitwear to create new forms that flatter and follow a woman’s curves. Her clean, simple silhouettes belay the complexity of the stitch structure, to create easy wear pieces. In July 2012 her 2nd collection SS 2013 won the Premium Young Designers Award in Berlin, and was showcased in the windows of Galeries Lafayette. Then Julia got the main prize in the International Young Design Entrepreneur Award provided by British Council. In November 2012 the label was selected to participate in Festival Della Moda Russa in Milan. In Dec 2012 JULIA SEREGINA smart knits was shortlisted as a SOURCE Awards Finalist at ethicalfashionforum.com/ The Global Platform For Sustainable Fashion, Innovation In Fashion design category. In Sept 2013 the label was one of 5 selected labels in the Designers Pool special program for young designers at CPM international trade fair in Moscow.