Origin of the Trend
The trend traces back to the close of autumn when a Russian singer named Katya Lel released a song titled “My Marmalade.” It went viral on TikTok as foreign women wore fur coats and earflap hats, dancing a playful “jagu-jagu.” Soon after, the track climbed into the global top five on Spotify, competing with other popular hits. Yet as the song gained steam, the terms “Slavic girl” and “Slavic slut” also surged across social networks, fueling a broader conversation about style and identity.
Public figures followed the wave seeded by bloggers. In early December, rapper and designer Kanye West and his partner Bianca Sensori attended the opening of designer Amina Muaddi’s pop-up in Dubai. The front-page chatter shifted from provocative outfits to the large earflap accessory that Bianca wore, with many observers hinting at a reference to Russian aesthetics. Another notable admirer of the look is Kate Middleton, whose public appearances in recent years have included fluffy fur hats reminiscent of traditional Slavic influences.
Why Slavic Chic Became Fashionable
Among the early voices drawing attention to the style was TV presenter Ksenia Sobchak. She suggested that the popularity of Slavic chic does not hinge solely on Katya Lel’s viral moment with her “jagu-jaga” performance.
In Sobchak’s view, hidden and explicit references to Slavic and Russian influences appear across designer collections over the past several years. Some European designers are guiding the trend, infusing it with a Slavic sensibility. This observation appeared in a note Sobchak shared on a Telegram channel.
Fashion historian and stylist Yana Demchenko weighed in, explaining that Slavic chic is not a brand-new phenomenon. She recalled earlier winters when the community danced to Zhenya Lubich’s “Russian Girl.”
“Red-lipped looks paired with deliberately feminine outfits, accented by Pavlovo Posad scarves, captured a playful yet wistful mood. Today, people dance to the viral tune, interpreting Slavic chic in personal ways. Bloggers often gravitate toward subtle outfits, fur-trimmed moon boots, or sheepskin coats. The result is a vibe that feels less harsh and less menacing than stereotypes predict,” Demchenko noted.
Personal and fashion stylist Anastasia Komusova added that on European TikTok the trend often goes by the tag “Slavic FIFA.” She described it as portraying a voluminous, luxurious figure, even when the garments are not overtly ostentatious. The idea is to embody warmth, confidence, and a sense of affluence, rather than harshness.
Demchenko likened Slavic chic to an “old money” aesthetic adapted for wintry weather. The aim is to appear warm and welcoming, while still feeling bold and a touch opulent. High-heeled boots and fur vests, once fading, are now featured prominently in popular videos, signaling a shift toward comfort with a deliberate sense of richness.
It remains unclear whether the shift is tied to political currents, the arrival of Slavic beauty into Western fashion scenes, or a broader appetite for dramatic changes following the Tomato Girl and Christian Girl phases of prior seasons. The stylist suggested that public desire for a radical new direction could be a factor influencing this moment.
Komusova also observed that Slavic chic has gained traction not only internationally but within Russia as well. Women purchase fur coats and hats and create videos with playful props while sharing cultural cues. The impression is that audiences abroad receive a curated, thoughtful source of inspiration from these moments.
According to Demchenko, trends like Slavic chic build on stereotypes and engage with them creatively. The look is as much about how a person presents themselves as about the clothing itself. The signature palette often features bold reds alongside milky whites, with other hues in the background. In winter scenes, snow, caviar, and tangerines make their mark, often translated into a white sheepskin coat, knitted gloves, burgundy lipstick, or a red velvet dress.
He emphasized that many natural tones emerge in the fashion narrative because the idea centers on unspoiled, expansive landscapes and a timeless sense of wilderness. Against that backdrop, signs of classic luxury—crystal jewelry, small, branded bags, and other refined accessories—stand out clearly.
How to Dress in Slavic Chic Style
At the heart of Slavic chic is the fur coat. The ideal version is oversized, straight-cut, and as long as possible, without a belt. Those fortunate enough to have a family fur coat are reminded that purchasing natural fur today raises ethical and environmental concerns.Muted, natural tones that evoke authentic fur or arctic fox are preferred over loud colors or animal prints.
Experts warn that experimenting with fur and fur hats requires care. Combining too many bold elements can tip into questionable taste. When working with inherited pieces, it’s wise to mix them with contemporary items to soften the overall effect.
One suggestion is to pair a fur hat with a black down jacket or a sheepskin coat, but not a fur coat alone. There are exceptions when fashion insiders blend a long fur coat with a family fur hat, while accessorizing with glasses and square-toe heels to complete the look.
As seen on influencers like Cindy Kimberly and Hailey Bieber, pairing an evening dress with a fur accessory or a suit with a mini-skirt and fur boots creates a striking contrast to traditional styles. The result can be a bold fusion of Slavic chic with Y2K influences and retro nostalgia from the 2000s.
Fashion historian Demchenko cautions against repeating provocative set-pieces from past eras. A faux fur lynx coat with red lipstick might feel dated; a more modern approach blends folk-knit patterns, lace collars, or patterned felt boots with restrained, contemporary pieces. The aim is a grounded, well-balanced look that radiates style without shouting it.
For the outerwear, a hat with earflaps can enhance any coat, while voluminous faux or sheared fur coats remain relevant beyond the Russian chic context. A winter-ready wardrobe is evolving, with tea dresses, corsets, and retro-inspired pieces needing warmth through layering. A natural fur accent, such as sheep or goat fur, can serve as a cozy, environmentally mindful option, while genuine mink or fox fur might be reserved for heirloom pieces.