the safiro story: leading the charge to sustainable luxury fashion

Have you ever wondered what the future of sustainable luxury fashion looks like? Look no further than our podcast with Founder, Grazia Giuliani, and SAFIRO Founder, Yulia Shirokova.

Yulia Shirokova, Grazia Giuliani


SAFIRO Founder, Yulia, was interviewed by Founder, Grazia Giuliani, about the SAFIRO story and Yulia’s vision for the brand, sustainable fashion, luxury womenswear and the industry’s future. is a new vibrant virtual members club for tasteful change-makers passionate about sustainability and positively impacting the environment. With their commitment to culture, cuisine, nature, art, and social initiatives, you’re sure to find inspiration in their work. 

Join us as we dive deep into the industry’s future and learn more about these amazing women and their vision for the future of fashion.

inspiration behind safiro sustainable luxury fashion

The story of Yulia’s journey from the stunning Siberian landscapes to the bustling streets of London is nothing short of fascinating. Her upbringing and early experiences laid the foundation for her passion for fashion and design, which she now channels through her label SAFIRO. What’s even more intriguing is the link between psychology and fashion that Yulia and Grazia delved into on the podcast. 

As we navigate these unprecedented times, we can all benefit from simple actions such as dressing up to lift our mood and keep our spirits soaring. Let SAFIRO’s elegant outfits be a source of inspiration to help you hit the reset button and emerge stronger than ever before.


the power of femininity

During the podcast, Grazia and Yulia talked about the power of femininity. In this fast-paced and competitive modern world, we’re expected to juggle countless roles and responsibilities, from being career-driven powerhouses to loving mothers and attentive partners. We feel pressured to succeed in everything we do, whether at work or in our personal lives. It can be overwhelming. 

But what if I told you that staying connected to your femininity could be the key to finding a balance? That’s what Yulia Shirokova, the founder and creative director of SAFIRO, believes. She encourages women to embrace their feminine qualities and use them to their advantage. After all, there is power in grace, empathy, and vulnerability. 

Through the SAFIRO style, Yulia and her team remind us of the strength and beauty of being a woman. So let’s celebrate our femininity and use it as our superpower.


choosing to feel and look empowered

When it comes to achieving our dreams, confidence is key. And one way we can boost our confidence is by wearing beautiful clothes that make us feel empowered. That’s why SAFIRO’s commitment to sustainable fashion is so important to us. Not only do you look great in SAFIRO clothing, but you can also feel good knowing that we’re kinder to the planet. 

Yulia Shirokova, Founder & Creative Director of SAFIRO, understands the power of fashion to inspire and motivate us. So the next time you’re getting dressed, think about how you want to feel and make sure you choose something that helps you achieve that feeling. With SAFIRO’s sustainable fashion, you can feel confident and empowered while also helping to make a positive impact on the environment.


Do you ever feel like you’re missing out on the world? Like there’s so much to see, so much to taste, so much to know, yet not enough time in the day? is a unique social and culture club is all about experiencing life through creativity, bringing together people from across the globe to engage in transformative conversations and projects that make a real impact on the world around us. 

Whether you’re a foodie who loves to explore new flavours, an adventurer seeking out the most heartening destinations, or simply someone who values connection and community, is the perfect place to gather under one virtual roof and tap into a network of extraordinary individuals who share your passions and goals. So what are you waiting for? Join the conversation and start living the flavoured life!


You can view SAFIRO collection by making an appointment at Nicola Donatti Luxury Style Retreat in Belgravia or contacting us +44 (0) 203-633-8513, [email protected]. We look forward to welcoming you and creating for you an outfit of your dreams. 

meet yulia