Designer Tatiana Nikitina Unveils U.S. Roadmap Across Fashion, Film, and Tech

Designer Tatiana Nikitina, founder of the independent label NEEDTONE, has unveiled an ambitious U.S. roadmap that pairs fashion retail with education, performance, and cross-industry collaborations. The plan centers on New York and Los Angeles, where the brand will activate pop-ups, mount theater-infused runway presentations, and build partnerships across fashion, film, and tech.

'America is where ideas scale,' says Nikitina. 'With NEEDTONE, I'm bringing a studio mindset to the U.S. - hands-on, research-driven design, and shows that feel like stories you step into. The goal is to create clothing that moves people emotionally and practically fits modern life.'

At retail, NEEDTONE will pursue selective shop-in-shops and fashion pop-ups, introducing capsule drops that highlight the brand's craft and modular silhouettes. In parallel, Nikitina is launching bilingual online courses in design and garment construction for both kids and adults, extending the label's community into classrooms and living rooms nationwide. A key pillar of the education push is her patent application for a children's sewing methodology - a scaffolded, creativity-first approach designed to make technical skills feel intuitive and playful.

Publishing is also on the agenda. Nikitina is preparing a practical guide - How to Build a Fashion Brand Abroad - distilling lessons on product-market fit, sourcing, IP, distribution, and brand voice for creatives navigating new markets. 'I want to demystify the journey I've lived,' she notes. 'There's room for more global founders to thrive here.'

On the cultural front, NEEDTONE will stage fashion shows with elements of theater and live performance in New York and Los Angeles, designed to blur the line between runway and narrative art. The label is planning appearances at fashion weeks, trade exhibitions, and fashion-tech platforms, exploring digital fitting, on-demand production, and community-led feedback loops.

Nikitina will also continue her work with the screen industry - from costume and wardrobe direction to specialty pieces for streaming platforms such as Netflix and Hulu - leveraging NEEDTONE's signature structures and textures to support character and storyline.

Collaboration remains a core value. The brand is in active conversations for co-created capsules with American designers and heritage-adjacent makers, uniting NEEDTONE's sculptural language with local materials and craft traditions.

Anchoring the launch calendar is a special collection inspired by migration and women's leadership, exploring resilience, identity, and authorship through drape, armor-like tailoring, and transformable details. 'This collection is about claiming space,' Nikitina says. 'It's a love letter to those who move, rebuild, and lead - often quietly, always powerfully.'

About NEEDTONE

Founded by Tatiana Nikitina, NEEDTONE is a design-led fashion label known for architectural silhouettes, tactile fabrication, and narrative-driven presentations. The brand's U.S. expansion focuses on immersive retail, accessible education, and cross-disciplinary collaborations spanning fashion, film, and technology.

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