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January 10, 2008 9:41 am
What do teenage girls really want? Ask a teenage girl. That appears to be the business brainstorm behind Kira Plastinina, Russia’s answer to H&M. The two year-old apparel brand is designed by 14-year-old Kira Plastinina, who’s leveraged a youthful paper doll hobby into a Slavic fashion phenomenon boasting 40 stores in Russia, the Ukraine, and Kazakhstan, a top-selling Kira perfume, and national celebrity on the order of Paris Hilton, only saner. (Passing the torch, perhaps, Paris attended Kira’s first fashion show in Moscow last season.) Now, as the uncommonly poised Kira explained at the New York debut of her Spring 2008 line yesterday, it’s time to take on America. The first Kira Plastinina store in the U.S. arrives in March on the corner of Houston and Broadway, in New York City; overall, five stores are planned for Manhattan and another five for Los Angeles. Not every international fashion brand translates its success to the States, but Kira is a paradigmatic post-Soviet kid, reared on petrodollars and Britney Spears, and according to her, teenage girls the world over all want pretty much the same things: pink, sparkles, hoodies, flirty dresses, jean shorts, and more pink. Seems about right. The only nagging question: Will Kira Plastinina grow up with Kira Plastinina? “Well, the brand’s demographic is 14 to 25,” Plastinina noted, as her dad and a camera crew from MTV Russia looked on. “So I’ve got some time before I have to decide.”
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