OSTEL story

"Imperfection adds soul"

Brand OSTEL was created by designer Olga Stelmakhova in 2013, Ukraine.

OSTEL’s brand philosophy is deeply rooted in deconstruction and multilayered design, reflecting the intricate and imperfect nature of humanity. By embracing asymmetry, irregular shapes, and imitation patches, OSTEL seeks to find beauty in imperfection and underscore the importance of authenticity. These elements are intentionally incorporated into collections to create a timeless aesthetic.

This approach aligns with the deconstruction movement in fashion, which emerged in the 1980s and 1990s, influenced by philosopher Jacques Derrida’s ideas. Designers like Martin Margiela, Yohji Yamamoto, and Rei Kawakubo challenged traditional perceptions of beauty by utilizing unfinished seams, distressed fabrics, and unconventional silhouettes, thus questioning established norms and celebrating the allure of imperfection.  

OSTEL continues this tradition by integrating deconstructed elements into wearable designs, allowing garments to transcend time and resonate with the complexities of human nature. Through this philosophy, OSTEL not only creates distinctive clothing but also invites wearers to embrace their own imperfections and authenticity. 

In 2014 OSTEL presented the collection ‘Surf your life’  in Paris- BeNext showroom, also during Fashion Week Middle East in Dubai and Ukrainian Fashion Week. 

In April 2015 OSTEL participated in Meet D3 Dubai with NOT JUST A LABEL POP-up store, brand presented several works with another young emerging designers.

In May 2015 OSTEL participated at Origin, Passion And Beliefs 2015, Italy, Vicenza https://www.notjustalabel.com/editorial/origin-passion-and-beliefs-2015-the-full-report. The team of Vogue Italia Sara Maino and Alessandro Buzzi  who marked the brand OSTEL as a clothing brand for 'not to miss' http://www.vogue.it/en/talents/news/2015/05/origin-passion-and-beliefs-not-just-a-label-clothing-womenswear-menswear. 

In 2016 OSTEL won the grant of Instituto Europeo di Design (Italy) during Ukrainian Fashion Week with collection 'NATSU'.  

In 2017 OSTEL was invited for exhibition project "In Progress. The dress code of Ukraine Independence Day" that took place at Mystetskyi Arsenal, Kyiv. Where 200 iconic works of 40 Ukrainian designers and including OSTEL were collected https://artarsenal.in.ua/en/vystavka/in-progress-ukrainian-dress-code-since-independence/. As a result, in 2019 the book 'In Progress. Fashion of Ukraine since 1991' was published and OSTEL dress 'Liberte' was presented there.

In 2023 OSTEL opened Concept store in Spain, Alicante

For Wholesale and collaborations, please contact by email: ostel.official@gmail.com