Doots: a joint collection by Yandex Market and Ekonika
We've actually been thinking about releasing our own shoe and accessory collection for quite a while. But we didn't want to just do it for the sake of doing it. After a long search for an idea that would put a sparkle in our eyes, we finally found it. It's called #timeless.
We collaborated with Ekonika to create the collection, developing a shoe concept that would be comfortable, stylish, warm, cozy, and always relevant. Taking the timeless silhouette as our model, we reinterpreted and modernized it.
The shoes are called doots, a portmanteau of boots and "dutiki" (padded boots). It's simple: our boots are dutiki that serve perfectly well as city shoes, the kind you're happy to be seen walking around in.
The shoes are called doots, a portmanteau of boots and "dutiki" (padded boots). It's simple: our boots are dutiki that serve perfectly well as city shoes, the kind you're happy to be seen walking around in.
To highlight the #timeless idea, we minimized props, which often lose relevance, in our photo shoot.
Wide-angle shots focused attention on the product while lending a sensation of levitating. After all, time flies, but the silhouette stays relevant.
Wide-angle shots focused attention on the product while lending a sensation of levitating. After all, time flies, but the silhouette stays relevant.
In addition to shoes, we developed a line of doot accessories as well as a bag collection for a complete look.
As part of the promotional campaign, we came up with lots of materials covering a variety of media. A key accent was a 3D video on a huge media screen in Moscow City
Art director — Vladimir Stebenev
Head of the project production team — Anastasiia Ruleva
Creative director for the fashion category — Daniil Trabun
Design director — Anna Bolshakova
Motion Designer — Ekaterina Grebenyuk
Senior copywriter — Anastasia Elchaninova
Brand manager — Sasha Doronina
Photographer — Julia Sklyarova
Video production — Nikita Pasichny, Nastya Gavrilova
New collections department and marketing team — Ekonika
New collections department and marketing team — Ekonika
