Having started her career in fashion after conquering the world of ballroom dancing, Anna Arutyunova, 15-time champion of Ukraine and winner of prestigious world championships, opened an atelier in her hometown of Dnipro, Ukraine. She worked with private clients, mainly engaged in sewing outfits for special occasions, before setting up AnnaMuza, a ready-made clothing brand that made its debut as part of the Ukrainian Fashion Week at the beginning of 2017. A year later, the brand received the name ARUTIUNOVA, which marked the beginning of a new stage in its history, a change in artistic direction and business strategy.

Inspired by the brilliant, somewhat theatrical dance costumes, which she took part in creating during her sports career, Anna Arutyunova chose them as the starting point of her design search. Studying the philosophy of dance as a primary human activity, its ambiguous gender models and the modern practice of competitive ballroom dancing, she finds interest in synergy and contrasting bright dresses for stage performances and a comfortable uniform for training.

The ARUTIUNOVA brand appeals to a modern woman who is distinguished by her established personality, a lively interest in fashion, a penchant for experimentation and a busy schedule of life. The combination of traditional tailor craftsmanship, handcrafted artful decor, an athletic silhouette and an ergonomic cut, inspired at the same time by the art of high sewing and modern clothes for sports, determine the brand's corporate identity, which emphasizes femininity, freedom of movement and moments of personal victories, challenging the conventions of self-presentation.