For the first time at the Dubai Fashion Week kids fashion was presented by a lovely brand Choupette. The word “Choupette” itself translates from French as “Sweetheart found in the cabbage” - that’s how French people call their fashionable kids.

Choupette presented two collections, fashion and special occasion capsules, and the show was held under brands own official soundtrack “Choupette Magic World”. The brand was represented by the creative director and owner of the company, Natalya Alexandrova. “Choupette is a Russian brand of designers kidswear. Founded in 2007 and successfully combining orient romanticism with western competence in fashion it has become now one of the trendsetters in children’s wear in Russia and CIS countries with the network of more then 100 mono brand shops. Choupette’s international presence started from USA and Switzerland and now we are glad to be here in Dubai and considering entrance to the Middle East to be very perspective”, - comments Natalya Alexandrova.

The unique feature of the brand is high flexibility and rapid response to the specific needs of the market. Thus for the Arabic market the brand developed special capsule to meet requirements in modest fashion for girls.

H H Sheikh Mohammed Bin Jouma' Al Maktoum, H H Sheikha Him Al Qasimi, H E Yaqoub Al Ali- Dubai Government, the consuls of France, Romania, Sudan, as well as the famous Russian-Syrian actress Jenny Yesber became the VIP guests invited to the event.

Buyers who had the opportunity to examine the samples on the special booth at the show highly appreciated the balance of quality and price and made the conclusion about good prospects for the collection on the Arabic market. Testing sales in Dubai mall proved this thesis.


Anastasia Vasilkova, the Development Director of TM Choupette, gave an interview to the newspaper Kommersant, as a representative of one of the top franchise companies. In the article “With hope for the best,” Anastasia shared the achievements of TM Choupette and future plans and prospects.

"Choupette is a Russian brand of designer clothes for children from 0 to 12. In 2017, the company celebrated its first anniversary - 10 years. If we talk about the franchising market, then, despite the unfavorable economic situation that has developed there, we can boast good results. The net sales growth was by 14 percent, and this is despite the general decline in the market in our industry. The halt or lack of development is the beginning of the end. Therefore, we are developing from the point of new cells of the assortment matrix, new product groups and new development regions, as well as new marketing and PR moves. Our task is always to surprise our customer ", comments Anastasia Vasilkova, development director of TM Choupette.

You can read the full article on the website or on the

On March 27th  Choupette was recognized as the Best Fashion  brand of the year by an annual National Kids Fashion Awards for achievements in the children's fashion field and creativity!

"In the atmosphere of magic, the Kids Fashion diamond prize  Award took the worthy place among all Choupette awards - Anastasia Vasilkova, the development director of TM Choupette comments, - new target audience of our trademark — teenagers, therefore we highly appreciate this award which proves  that it our collections are trendy in teenage fashion and our audience loves and supports us".

Choupette fashion show was held within the Award. The brand presented looks from  spring-summer 2019 "Marshmallow" and "Aquamarine" collections for girls, "Odyssey" and "Street" for boys. Choupette Fashion collections, in which all trends of this season are embodied, were highly appreciated by the  Award jury and with delight were accepted by the public. Movie stars, television stars, media persons and some of the best representatives of children's fashion industry were invited as special guests, the public received a lot of positive emotions and wonderful gifts from event organizers.

Choupette traditionally took part in a fashion show on children's Fashion Week called "RUSSIAN BRANDS for Kids".

This season fashion show had Street fashion theme, RUSSIAN BRANDS for kids is the project under the auspices of which the Russian brands of clothes for children and teenagers act. The exclusive partner – the leading model agency TOP SECRET kids. Choupette showed models from 4 collections of  spring-summer 2019 season for girls and boys.

Trend models from the spring and summer Choupette "Marshmallows" and "Aquamarine" collections for girls - a combination of faux fur and light fabrics, volume prints, asymmetric forms and also driving and bright models from the "Street" collections for boys became the main gem of the evening . Collections perfectly supplemented each other, and the contrast of combinations caused a storm of positive emotions in public. Choupette showed all fashionable trends of this season in the collections. Also, special occasion looks, the elegant evening dresses complemented with refined accessories became an integral part of the fashion show.

"Fashion week in Moscow is one of the most grandiose events for the Russian designers, and especially from the children's fashion industry. We already  participated for the third time in this event and again we surprised public with the fresh ideas and bright looks. Today we showed 4 new collections and dresses for special occasions as fashion show had Street fashion theme, we decided to mix elegant dresses with driving and more street daily outerwear, such as: bomber jackets, windbreakers and leather biker jackets — Maryam Shanshayeva, PR the Director of TM Choupette comments, - we already proved our posotions in the international market as one of the most trend Russian kidswear brands. This year we presented our country at the international exhibition of children's fashion Pitti Bimbo 2019 in Florence. Now we actively preparing for a school season and at the beginning of June we will present a new collection of a school uniform in our shops".