Natalia Safina’s DANATELLA: Redefining Interior Couture Through Innovative Textile Performances at Prestigious Events

 

Over the last two years, Natalia Safina—an international interior textile designer and mastermind behind the DANATELLA brand—has stormed the fashion scene. She’s been a regular at high-profile awards and sassy fashion events in Moscow, Dubai, and beyond. The revolutionary format of showcasing interior fabrics on live models has turned heads at shows in the UAE, Turkey, Russia, and Belarus. We’re talking Emirates Fashion Week, International Fashion Battle, and the “Real Music Box Award.” On February 16, 2026, at the Barvikha Concert Hall during the ADDAWARDS, she wowed the crowd with ten models, each channeling a unique style.

— Natalia, how would you sum up your journey during this time? — The game has shifted from mere interior textiles to a dynamic fusion of design and performance. Textiles became the stars of the show, defining entire events. My journeys through the International Fashion Battle, Emirates Fashion Week, and the “Real Music Box Award” proved that this blend resonates with both pros and the broader cultural landscape.

— What was the vibe at the ADDAWARDS? — Ten stunning models graced the stage, each embodying distinct interior styles from neoclassicism to modern art. The live draping created a stunning visual symphony, blending textures, colors, and light to evoke emotion and spark imagination.

— How does this differ from a typical fashion show? — Forget just focusing on clothing; this was about textiles as bona fide art pieces. Each model transformed into an independent artistic creation, showcased in a space celebrating architects and designers, giving textiles equal footing with architecture and scenography.

— Your brand is called interior haute couture. What does that entail? — We take on high-caliber projects—private homes, public spaces, luxury apartments. Our portfolio is rich with complex draping and bespoke materials tailored to suit architects' visions. It’s all about selecting the perfect textiles to fit each unique space.

— What key events from 2025-2026 stand out? — Winning the Grand Prix at the International Fashion Battle was monumental, giving credibility to our interior runway concept. Emirates Fashion Week and events in Dubai also held significance, notably the “Real Music Box Award 2025,” where we reached a broad audience in the music and media realms.

— Tell us about your team. — Our squad includes experts collaborating with architects and designers, a rockstar production crew, and a media team orchestrating everything from venue interactions to marketing. We obsess over technical support to pull off stunning events across varied cultural venues.

— The “Real Music Box Award” on December 17, 2025—why was it a turning point for your brand? — It was a magnet for major artists and TV networks, pushing interior textiles into the limelight and showcasing how different cultural realms can merge effectively.

— Your accolades are stacking up! What stands out? — Recognition from industry insiders, awards, and membership in prestigious organizations have been crucial. Notable wins include Best Principal Designer and the “Innovative Designer of the Year” award at Deluxe Beauty Awards Emirates, signaling our groundbreaking textile strategies.

— What’s next for DANATELLA? — We aim to launch a club for professionals and clients while expanding our performance formats and collaborating with more awards and media. We’re eyeing new showrooms beyond Belarus and Russia. Our bases? Minsk at 4 Repina Street and Moscow at 12s8 Savvinskaya Embankment.

The ADDAWARDS at Barvikha Concert Hall epitomized Natalia Safina’s vibrant journey, where author-made textile collections morph into a novel design ethos. Those ten models, the flowing fabrics, and a dynamic array of styles unveiled the endless potential of textiles as art. DANATELLA stands at the crossroads of interior design, fashion, and art, redefining aesthetic standards as it competes on the global stage.

Source: MosFocus Magazine - Mosfocus.com

Photographer Skripkaru Alena