At the heart of the brand IT'S PERSONAL is an interest in the person's personality, search
interactions between the inner world and the outside through visual analogies
emotions and sensations that clothing gives to a person.
The main features of the brand's style are monochrome color scheme, mainly
black, texture experiments, free shapes and multi-layered images.
The brand was founded by Katerina Ponomareva in 2019 in St. Petersburg.