Aizel: a fashionista favourite on Moscow’s Bond Street

Moscow’s premier fashion store has introduced Russia to numerous designers, fusing high fashion with edgy streetwear and local talent

Aizel Trudel, the owner of Moscow’s pioneering multibrand fashion store Aizel
Aizel Trudel, the owner of Moscow’s pioneering multibrand fashion store Aizel | Image: Anastasia Tsayder

“I was planning to be a diplomat, like my parents, but ended up working in fashion in Paris and Moscow,” says Aizel Trudel, the dynamic owner of Moscow’s pioneering multibrand fashion store Aizel. “I joined a PR firm that represented designers like Hervé Léger and Christian Lacroix, and it was seeing boutiques like Colette that inspired me to bring something similar to Russia.” In 2002, Trudel opened a small shop on Stoleshnikov Pereulok, Moscow’s answer to Bond Street; in 2011, she relocated to a gleaming four-storey space with a sprawling roof terrace, a 10-minute walk from Red Square. 

The boutique features 120 labels at any one time. At first Trudel focused on American designers – Oscar de la Renta, Carolina Herrera, Marc Jacobs – before adding British talents such as Stella McCartney and Julien Macdonald to the mix. Among today’s broad sweep, popular brands include Balenciaga (edgy stacked-sole Triple S trainers, from $821), Christian Louboutin (classic Paloma tote, $2,061) and Chanel, whose Code Coco and J12 Mademoiselle watches have been featured in limited edition pop-ups. For spring, the selection ranges from the showstopping – shocking-pink stilettos ($672) from Aquazzura – to practical, weather-worthy pieces such as Moncler’s red velvet puffa jackets ($2,000) and screen-printed hoodies (from $225) by Montreal maker 3.Paradis. 

Wandler cross-body bag, $855
Wandler cross-body bag, $855 | Image: Anastasia Tsayder

“Moscow is a ready-to-wear city,” says Trudel, adding that her diverse clientele includes actresses and high‑profile visitors like Naomi Campbell and Anna Kournikova, as well as local teenagers. “We have a DJ on Saturday nights – and often on Fridays – and the atmosphere is casual and open. I don’t want younger people to feel intimidated,” says Trudel, whose graffiti-clad shop-in-shop, Terminal Z, is dedicated to street-style brands from Japan, Korea and the US, with workwear-style men’s shirts ($162) by C2H4 Los Angeles mixed with skateboards ($163) by Chapurin and cool sunglasses ($275) by Fakoshima x Outlaw. 

Menswear is a new venture for Trudel, and in the past year and a half her edit has gained a cult following, fusing streetwear with high fashion. Loewe backpacks ($1,995) rub shoulders with coolly graphic shorts ($320) by young British designer Jacob Kane and statement-making Gucci waist packs ($676) – along with a robust supply of the super-bulky “ugly trainers” that Aizel can’t keep in stock.

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Accessories for women, meanwhile, include sleek cross-body bags ($855) by Amsterdam-based, Italian-made label Wandler, as well as enticing pieces from under-the-radar Russian designers and craftspeople: traditional silk/wool Pavlovo Posad shawls ($45) in vibrant florals, for example, are woven locally in the way they have been for over 200 years; a beech clutch ($303) by MyBacio is emblazoned with colourful matryoshka dolls; and the intricate embroidered dresses ($6,180) by Alena Akhmadullina pay tribute to the country’s folklore. “These Russian designers just aren’t represented in Europe, America or anywhere else,” says Trudel. “Local talent is what sets us apart.”

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