By and  on November 13, 2007

Kira Plastinina Style, one of the fastest-growing fashion brands in Russia, is something of a phenomenon, not simply because its sweetly sexy styles are selling briskly, but because the face behind the label is a 15-year-old girl.

Plastinina's father, Sergey Plastinin, director of Wimm-Bill-Dann Foods ADS, Russia's largest dairy and fruit producer, is bankrolling the business, which was unveiled in March. Now, seven months later, there are 28 stores in Russia, including 15 in Moscow, and two in Ukraine. By January, 40 stores are expected. Plastinin said in an interview in New York that Kira Plastinina will do over $20 million this year.

Like many girls her age in Moscow, Kira has been weaned on a diet of global popular culture. She loves Paris Hilton and the Olsen twins, Italian craftsmanship and the color hot pink. Hilton last month made an appearance at Kira Plastinina's runway show during Moscow Fashion Week.

Now, Plastinina is poised to join Hilton and the Olsens as she competes for U.S. consumer dollars. Her first 10 stores are slated to bow in the first half of 2008, quickly ramping up to 50 units. The company, which is seeking major locations in New York and Los Angeles, is targeting sales of $1,000 per square foot.

In addition to street locations averaging about 4,000 square feet, Plastinin said the company will open 1,500-square-foot to 2,500-square-foot units in A-malls.

The target audience for the line is between ages 13 and 23, with 20-year-olds accounting for the majority of customers, Plastinin said. "It's a collection of clothes for 15-year-olds by a person of the same age," he said. The clothes are not for shrinking violets. A short red jumpsuit tied around the waist with a giant pink ribbon looks like a gift that fell off Santa's sleigh. A one-sleeved turquoise top has a cutout on the remaining sleeve for the shoulder to peek through. There are long pink ombré gowns covered with graduated bows and bubble halter dresses with large flowers on the neck. Accessories, handbags, belts and shoes round out the line, which is refreshed every two weeks.

Plastinina designed the bottle for a Fermenich-developed fragrance called, of course, Kira.

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