MAD DAISY X Tretyakov Gallery

MAD DAISY partners with the State Tretyakov Gallery to create new collection called «ALOPETIANKA». Collection is way beyond a fashion project, it is a socially important statement much-needed for millions of women.

Collection’s key inspiration is power and beauty of women living with alopecia, who went through a hard journey of self-acceptance. Alopetianka is a combo of Russian words «алопет» [alopet] and «инопланетянка» (eng., «alien»). Alopecia — is a condition in which hair is lost from some or all areas of the body. Disease causes no pain, however turns out being extremely hard in overcoming psychologically. Thousands of women are constantly wearing wigs being scared to tell the truth even to their family members or close friends. There is no effective treatment of alopecia. For the moment there are more than 147 million of people living with alopecia worldwide. Women with alopecia have a motto «We are people of future» which embodies an idea that disease is just a next step of evolution, not a disorder. MAD DAISY and the State Tretyakov Gallery support this motto by creating an eloquent fashion collection addressed to a gorgeous human being — a woman who not only had accepted her uniqueness but also appreciated a true power of her inner beauty, too.

The core motif in collection’s design is an artwork of Russian avant-gardist Natalia Sergeevna Goncharova «The space», created in 1958. This famous artistic experiment is a part of the State Tretyakov Gallery’s collection. «The space» represents a cosmic landscape — artist interprets the interrelation of space and time. The persona of Natalia Goncharova also provided strong inspiration. Throughout her life she challenged stereotypes of «female behaviour», always perceiving «beauty» without its false front.