TIMELESS BY DESIGN
DESIGNED TO LAST
ABOUT THE FOUNDER
Behind the Fine Furs - Atelier Sirova brand is Alexandra Šírová - the founder, designer and creative director of the brand.
Her path to fashion was not planned. It all came about very naturally - out of a personal need to have beautiful, high-quality things that were missing on the market.
The Beginning
While studying Business Administration & Strategic Marketing in Prague, she first started creating clothes for herself. Gradually, the personal project became a brand built on quality materials and thoughtful design.
From Personal Needs to a Brand
"Fine Furs has never been about fast fashion for me. It was born from a desire to create things that I would wear myself - and that would stand the test of time."
- Alexandra Sirova
An author's approach
Alexandra now designs all collections and is behind the entire creative process. It was this authorial approach that led to the natural shift of the brand to the name Fine Furs - Atelier Sirova, which openly bears her signature, responsibility and eye for detail.