London-based fashion label 11:11 LUCK is spearheading its international expansion, securing new retail partners across Italy and Switzerland, while making its Middle Eastern debut with a pop-up at Harvey Nichols Doha this March.
Founded by former elite athlete turned entrepreneur Polina Mikhailova, 11:11 LUCK has built momentum as a DTC brand with a growing global footprint. Designed and headquartered in London, the label has become increasingly visible across the EU, particularly in Italy, where it has gained traction among models and influencers during fashion weeks, including Cristina Musacchio, Simone Bredariol, Elbio Bonsaglio, Red Longo and Andrea Faccio.
New high end stockists include:
● Modes in St. Moritz
● Chapters in Forte dei Marmi, Italy
● SPOON in Modena, Italy
● Giglio in Palermo, Italy
● G&B in Parma
● D2 in Salerno
● Silvia Bini in Viareggio
Each partnership reflects the brand’s focus on thoughtful expansion through stores known for progressive, art-focussed curation. 11:11 LUCK is also set to launch a pop-up at Harvey Nichols Doha this March, marking its first retail presence in the Middle East and signalling the brand’s ambition to grow beyond Europe. Further retail openings are planned later this year across Europe and Asia, as a brand new collection will be launching this summer.
11:11 LUCK was founded as a response to burnout and pressure culture. After years in high-performance environments, first as a professional tennis player and later in academia and art curation, Polina Mikhailova reached a point of deep burnout and reassessment. Living away from home while navigating her career and motherhood led her to reflect on resilience, and how rarely its reality is acknowledged. The brand grew from that moment, reframing strength as something lived rather than idealised.
Its luxury unisex pieces feature short, symbolic phrases such as Depresso, Germophobe, Triggered and I’m not here, a reference to derealisation, giving language to experiences that are often difficult to articulate. Rather than positioning these as performative statements, the designs allow wearers to recognise parts of themselves with clothing that feels honest, wearable and quietly affirming.
On the new retail launches, Polina said: “This next phase is about growing with intention. 11:11 LUCK was never meant to be everywhere overnight. Each retail partner has been chosen because they understand the brand’s depth and the conversations it opens up. Expanding into new markets while staying true to why the brand exists is the most important part of this journey for me.”
She added: “What’s been most meaningful to me is seeing how the message translates across different cultures. The experiences the brand speaks to aren’t tied to one place, they’re shared across lots of different territories. Whether in Europe or as we launch in the Middle East, our pieces seem to resonate with people in a very real way.”
Mikhailova’s path to fashion spans high-performance sport, business and the arts. She trained as a professional tennis player from the age of just 4 years old, before studying Accounting and Finance, completing a Master’s degree at New York University, and later pursuing Art History and curatorial studies through Sotheby’s Institute and a programme in Venice. Her academic work explored identity, narrative and belonging, themes that now sit at the core of 11:11LUCK.
As the brand expands into new markets around the world, the overarching focus stays on creating fashion that reflects lived experience, without performance or compromise.
