Adelia Salavatullina, the creative force and founder of MERMAILO, has rapidly established her brand as a significant player in the global fashion industry. Known for her unique, handcrafted bags that merge art and functionality, Adelia’s journey is as inspiring as the products she creates. Her brand, MERMAILO, stands out for its commitment to sustainability and distinctive design, drawing inspiration from nature and a deep-seated philosophy of uniqueness.
“For me, it has never been the main thing in creating bags to follow the established ‘laws’ of the fashion industry,” Adelia says. “Instead, I create something unique and inimitable—a piece of art.”
Adelia’s path to becoming a renowned designer began with a deeply personal journey. “My sister has been living in London for five years,” she shares. “Before her move, we decided to be inspired by the beauty of nature. Walking along the forest trails, feeling the flora and fauna of the world, I realized that I wanted to create something unique and new.” This epiphany led to the integration of natural elements like greenery, foliage, and butterflies into her collections, evoking an atmosphere of magic.
The concept behind MERMAILO is rooted in the philosophy of uniqueness and environmental consciousness. Adelia emphasizes the importance of high-quality materials in her designs, which include leather, various fabrics such as cotton, linen, and silk, and eco-friendly yarn. “My products carry a minimum of environmental damage and at the same time are a unique stylish element in the image,” she explains. This commitment to sustainability extends to her use of upcycled materials, giving a second life to discarded fabrics and leather.
Adelia’s dedication to quality and craftsmanship is evident in every step of her design process. From the initial sketch to the final product, she meticulously selects materials and perfects each piece by hand. This artisanal approach, while challenging, ensures that every MERMAILO bag is a work of art. “Manual work is difficult,” she admits. “It all starts with an idea, then the search for the necessary high-quality materials, and finally, the manual labor—embroidering, knitting, sewing, fastening.”
Despite the rise of digital fashion and online shopping, Adelia ensures that the tactile and detailed nature of her products is effectively communicated to her customers. High-resolution images and videos showcase the bags from various angles, while detailed product descriptions and customer reviews provide additional insights. Interactive features such as 360-degree views or virtual fitting sessions, along with real-time customer support, help bridge the gap between physical and digital retail.
Collaboration has played a crucial role in the growth of MERMAILO. The brand has partnered with various stores, designers, bloggers, stylists, and artists, enhancing its visibility and reach. One notable collaboration was with the international Modbrand store, which helped introduce MERMAILO to a global audience. “Thanks to our support for two years, my brand appeared in the wardrobe of many famous and popular people around the world,” Adelia recalls. Another highlight was being featured in “The Vanilla Issue” magazine, which she describes as a triumph that provided inspiration and support.
Looking ahead, Adelia envisions continued expansion and innovation for MERMAILO. The brand regularly updates its range with limited drops, relying on Adelia’s vision to guide the creation of new models. “New ideas come up every day,” she says. “More brands around the world want to work with me. In my opinion, art is the right direction.” While she prefers to keep some plans under wraps, she hints at exciting international projects and collaborations on the horizon, urging fans to follow MERMAILO on social media for updates.
Adelia’s journey is a testament to the power of creativity, sustainability, and dedication. Her ability to infuse each MERMAILO bag with a sense of wonder and individuality has garnered a loyal following worldwide. As her brand continues to grow, Adelia remains committed to maintaining the unique identity and quality that define MERMAILO. “I am careful about the path from the idea to its implementation,” she says. “It is according to all these criteria that a unique work of art is obtained through three stages.”
In an industry often driven by trends and mass production, Adelia Salavatullina and MERMAILO stand out for their authenticity and artistic integrity. Her story is not just about creating beautiful bags but about crafting pieces that resonate with the soul, inspired by nature and made with love.
To see more of her work, visit her instagram here.
