Break.fast: The human-first showroom rewriting fashion rules
Founder Alina Zaporozcenko welcomed FashionNetwork.com between back-to-back appointments, surrounded by travel cases and creative momentum. A Polimoda graduate with a background in international business development, she began her career at Burberry and the Tomorrow showroom before joining the team at Vêtements. It was there, in account management, that the concept behind Break.fast quietly started to form.
Reshaping fashion with stability and intention
Influenced by the underground attitude of Vêtements and the commercial structure of Tomorrow, Break.fast launched in 2019 as both a multi-brand showroom and agent. Today, it represents 10 emerging labels personally selected by Zaporozcenko, who is just as deliberate about team culture as she is about her client roster.
'My mission is to create a space where people can thrive—not just designers, but staff too,' she said. 'There's so much competition in this industry. I want Break.fast to be a stable, rewarding place.'
Zaporozcenko is also challenging the industry's outdated rhythms—starting with the seasonal calendar. 'We keep working with this idea of seasons, but the seasons are disappearing,' she said. 'No one wants to churn out constant newness, but they're pressured to. Why not rethink the timing of fashion altogether?'
Curated cool: From dystopian aesthetics to wearable art
Break.fast's designer roster is as progressive as its approach. The labels it represents—including Carnet-Archive, Mosha Popova, and RUIbuilt—share a focus on identity and individuality rather than trend. 'Uniqueness is a brand's biggest selling point,' said Zaporozcenko.
While the European market remains cautious, and many showrooms lean conservative, Break.fast continues to strike a balance between edge and commercial viability. Zaporozcenko keeps her roster capped at 12 to maintain meaningful partnerships. Three of those brands are on the verge of wider global visibility—including London-based label Liza Keane.
Liza Keane: Poetry in grunge
'Liza's label needs real support,' said Zaporozcenko of the designer, who first caught attention with her poetic, moody graduation collection. Keane's dark, sculptural style merges avant-garde concepts with wearable simplicity, resulting in emotionally charged pieces produced in very limited runs.
Her latest collection, unveiled during Men's Week, explores themes of life and death. She was recently awarded the British Fashion Council 's NEWGEN support and is stocked by a growing list of international retailers including H. Lorenzo (Los Angeles), SSENSE and L'Oeuvre (Canada), D-mop (Hong Kong), Samplas and Opener (Seoul), and NOLM (Sydney).
Labels to watch: Lueder and Srvc
Also drawing attention is Lueder, the brand founded in 2019 by Marie Lueder. Her designs fuse medieval references with modern cuts, often featuring ribbed knits and pointed poulaines—elements that have earned support from both the British and German fashion councils. 'She gets a lot done with minimal resources,' said Zaporozcenko. 'That's the real fashion reality.'
Lueder is stocked by Machine-A (London), Opener, Boontheshop, Samplas and Galleria (Seoul), Radd Lounge and GR8 (Tokyo), Studio Slow (Kazan), and NOLM (Sydney).
Another name generating buzz is Srvc (short for 'Service'), founded by Ricky Wesley Harriott, formerly of Vêtements. Based in London, Srvc offers a daring, inclusive vision of womenswear—futuristic, sultry, and unafraid to challenge norms.
Srvc is now carried by key global stockists including Layers, Selfridges, and Machine-A (London); H. Lorenzo (Los Angeles); ansh46 (Rotterdam); FoS (Kuwait); Studio Slow (Russia); and several locations in Seoul and Tokyo.
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