Brand owner

Viktoria Milova

Founder & Creative Director of MI41LOVA

”My journey into creating clothing began long before fashion became its central focus.

From teaching at school to designing interiors and exteriors, from working with spaces to exploring form, my attention gradually shifted towards clothing as another way to bring ideas into the material world.

Over time, I realised that, for me, creativity does not begin with a sketch, a fabric or a construction. It begins with a state of mind.

It is important for me to feel inspired, to experience inner freedom and to have room for experimentation. This is the state from which ideas emerge and gradually take shape. This is how I create individually, and how our team works together.

I remain not only a designer but also a craftsperson. I want to understand every stage of creating a garment: from the initial idea and drafting patterns by hand to pattern construction, sewing, embroidery and the finishing details. I love the process of bringing an idea to life — watching something imagined gradually become tangible.

I have always been drawn to clothing that is not limited to a single look and does not lose its relevance over time. A piece can evolve alongside the person wearing it, revealing itself in new ways through silhouettes, combinations and accessories. This is where I find a special kind of freedom: the opportunity not simply to wear something created by someone else, but to continue creating with it yourself.

Yoga, mantras and Vedic knowledge have become part of my personal journey and my ongoing exploration of the inner self. This is why symbolism has naturally found its way into my work — as a reflection of the things that hold genuine meaning for me.

I am not driven by the desire to create more simply for the sake of quantity. What matters to me is that every piece has its own story, receives thoughtful attention and is given room to continue its journey.

For me, MI41LOVA is about creativity that does not end when a garment is made. It continues through the person who chooses it and gives it meaning of their own.”