Margo's bold reinvention: From protest to luxury knitwear empire

Margarita Ovsyannikova, known as Margo, has launched a new fashion brand focused on wool and cashmere cardigans. The debut collection draws inspiration from Kazimir Malevich's art and is priced at around 35,000 rubles per piece. Her move into retail follows a career spanning reality TV, journalism, and activism that once made her a household name. Margo first gained public attention in 2017 as a contestant on TNT's reality show Dom-2. She left the programme in 2018 after clashes with other participants. By 2020, her Instagram following had grown to over half a million, and she took on multiple high-profile roles.

That same year, she became editor-in-chief of *Fashion TV Russia* and won *Best Fashion Editor of the Year* at the Topical Style Awards. Alongside producer Artur Yeremeev, she also co-founded *The Most Media Group*, a creative agency headquartered in Moscow's Moskva-City business district. The company reported a profit of 26 million rubles in 2023, according to the SPARK business intelligence system. Margo's international profile surged in March 2022 after she protested Russia's invasion of Ukraine live on Channel One. The stunt led to collaborations with brands like Puma, where she briefly served as an ambassador, and features in global media such as *BBC*, *CNN*, and *The New York Times*. However, by 2026, her visibility had faded due to legal troubles in Russia and her subsequent exile in Europe.

The new fashion brand marks Margo's latest venture, blending her creative background with a focus on luxury knitwear. The unisex collection, inspired by Malevich's abstract style, will retail for 35,000 rubles per cardigan. This move follows years of shifting between entertainment, activism, and business in a career defined by bold transitions.