The brand originates from Donetsk, where in 2013 it was created by the designer Elvira Gasanova.

The war in Donetsk forced her to move from Donetsk, but love for fashion and own bussiness helped her not to stop, but start building a brand in Kyiv. From the first years of its existence, Ukrainian and international stars fell in love with the brand, so that the international super model Snezhana Onopko became the first face of the brand's campaign, and then Alina Baikova was the main ambassador and friend for a long time. Elvira is the first Ukrainian designer whose dress appeared on the Oscar’s Red Carpet - Crystal “naked” dress was worn by Bleona Qereti in 2018.