WHATEVER label was launched in July 2010 with cooperation of designer Alexandra Burzum and art-director Sheina Miretskaya. In the process of making clothing, the brand only uses natural fabrics and fibers like wool, cotton, silk and natural strain. WHATEVER is about the conceptual creations for people, who are free from fashionable clichés and stereotypes of society. Alexandra Burzum was inspired by the trends that emerged on the streets of New York city. Oriental motifs were seen in the complex jackets, which were cut like a kimono. There were pieces reminiscent of work clothes such as overalls, T-shirts and sweatpants. Alexandra Burzum proposed a spectrum of different textures, lengths and volumes. The collection presented impressive, exuberant and modern clothing.