THE NEW FEMININITY

Nothing feels more captivating and feminine today than women who move forward with determination, despite all challenges. They embody modern femininity - retaining allure while cultivating inner strength not just for themselves, but also for those they care about. This is the era of the new femininity: women who know what they want from others, from themselves, from their image and their lives - and who have the power to achieve it. Women who have fallen and risen again without losing compassion and tenderness.

Three years have passed since we first envisioned MOSSA and the heroine it represents. Back then, we imagined her as curious, playful, confident, and joyful. She was unafraid to express her femininity boldly. She was gentle, loving her life, herself, her work, her circle, and her style.

Time, however, has changed us. It has reshaped our families, our country, and turned our world upside down. These years have stripped away naivety, lightness, and joy from both us and our heroine. Life’s blows left us unsure where to turn for even a moment of quiet. From this emerged a new heroine - and a new femininity. We named her Femme Fatale.

She lives in each of us - the force that helps us endure, and even thrive, despite hardships and disappointments. She is no longer just a spark, she is a core of steel - a reliable foundation of self-trust and strength. She walks away from bad movies, leaves unhappy relationships, and quits jobs where she is undervalued. She has no time for tears - there are greater things to focus on. She knows precisely what she wants, when, and how. She chooses the best for herself with discerning care. She doesn't expect life to be endlessly easy. She understands the truth of "no pain, no gain" and faces it fearlessly. She won't surrender control of her life to anyone, nor let herself be intimidated or manipulated. She inspires us to believe we can handle anything.

This mindset resonates not only in our brand's philosophy but also in global fashion trends: oversize and normcore give way to old money aesthetics and quiet luxury. Runways showcase heroines of complex stories, emerging victorious with uniquely feminine elegance. This is the era of women who may not solve every conflict but can savor life's beauty - and share its joy and love with those around them.