Fashion Continent, OJSC

INCITY is a Russian fashion brand. INCITY's concept is fashionable, comfortable and high-quality clothing, reflecting the latest global trends, combined with affordable prices. The range of styles of the brand is very rich and updated every month. In addition, each collection features 11 main lines that are updated each month, including lines of underwear, shoes and accessories. In developing the new collection, the creative INCITY design team aims to create the image of a successful modern young woman living in a metropolis with a rich interesting diverse life. In INCITY, you can always pick up a total look for any reason, whether it's a business meeting, a trip to the theater, a date or a Sunday walk in nature. The limitless possibility of choice helps INCITY girl create her own unique style and stand out from the crowd. After all, it's no secret that every girl dreams of finding her own fashionable personality!

DESEO is a new format for lingerie stores in Russia and Europe. The DESEO concept is underwear and home wear for women and men. We set ourselves the goal of presenting a lingerie store that would have no analogues in Russia: a store where a buyer can independently find and choose underwear at affordable prices for all occasions. DESEO stores have a wide range of women's and men's lingerie and household clothes, including large ones. Here you can find both basic models for every day and underwear for special occasions.

History

2025: Bankruptcy

The Russian chain of clothing stores Incity completely ceased operations after the bankruptcy of the management company "Fashion Continent." The latest outlets for the InCity and Deseo brands closed in 2025 amid insolvency proceedings that began in May.

Real estate market consultants referred to by Vedomosti have confirmed the closure of the latest outlets, but they allow the preservation of individual partner stores in regions operating according to the franchise model.

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Фото: Freepik

Managing partner of Vanchugov and Partners Alexei Vanchugov confirmed the information about the complete liquidation of the network. The phones of the InCity and Fashion Continent hotlines do not answer calls. Olga Tatarchenkova, general director and owner of the company, did not provide comments on the situation.

The websites of the Incity and Deseo brands have ceased to function. Six Incity stores in Moscow and the Moscow region, marked as operating on mapping services, were closed. Representatives of shopping centers confirmed the termination of these points of sale.

The bankruptcy procedure of Fashionable Continent began in May 2025 at the request of individual entrepreneur Dmitry Zimin. The entrepreneur bought the company's debt to Bank Finservice JSC in the amount of ₽135 million and filed a claim for insolvency with the Moscow Arbitration Court. In June, a surveillance procedure was introduced against the company.

Zimin notified in advance of his intentions to initiate bankruptcy through the Unified Register of Bankruptcy Reports in April 2025. This step preceded the official application to the judicial authorities. The legal procedure developed according to the standard scenario of corporate bankruptcy.^[1]

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