About

Masha Titievsky DeHaan is a Louisville, KY fashion designer offering apparel development & brand launch marketing services directly to fashion brands and apparel industry partners nationally. Masha brings her experience as an accomplished womenswear designer in Chicago & technical designer for other brands to offer a range of services to support growing fashion and apparel businesses.

My Role in Your Success

An apparel product development expert who can help you build a collection that belongs to YOU (not the factory)

A strategic brand launch and go-to-market advisor with practical e-commerce, direct-to-consumer, and luxury event experience

An operational partner who can enable simple and effective project management systems, allowing you to focus on growing the business, and not on all the little details

A connector who can assemble the right creative and production team and advise on building & training in-house staff, when the time is right.

See a full service list HERE and reach out HERE to get started.

My Background

Former Founder / Designer of VARYFORM
→ Built a line from the ground up at the Chicago Fashion Incubator at Macy’s in Chicago
→ Sourced fabrics, developed patterns, and produced apparel products in Chicago, NYC, and Italy
→ Showcased my brand in Chicago, NYC, Boston, and Dallas
→ Garnered notable press pieces in British Vogue, Elle, Tatler, L’Officiel, Chicago Life Magazine, Voyage Chicago, and Great Lakes by Design
→ Navigated launching & growing a fashion brand for 8+ years

Technical Designer
→ Supported 30+ brands across womenswear, menswear, active, childrenswear, and sewn accessories
→ Delivered technical drawings (“CADs”) and technical specification packages (“tech packs”), ensuring smooth factory production
→ Certified Clo3D designer, enabling virtual sample prototyping (read this as: less rounds of samples)

Luxury Client Experience & Events Leader
→ Oversaw the Luxury Experience of a world-class sporting event as Senior Manager of Luxury Experience & Concierges for The Kentucky Derby
→ Designed hospitality service programs & customer journey mapping for the most coveted experiences serving the top 1% of Kentucky Derby guests & suite members.
→ Recruited and trained a team of 100+ luxury service professionals & experience managers
→ Led the Fashion Group International Regional Chapter in Chicago
→ ‘Inside LVMH’ Certified in Luxury Operations
→ Ritz-Carlton Coursework in Customer Experience & Hospitality

Former Retail Manager
→ Retail Sales Management Roles A|X Armani Exchange, LOFT, Lacoste, Mod + Ethico, Pitaya
→ Keen eye for visual merchandising, buying strategy, styling, and retail sales operations
→ Trained sales staff and clients about the brand and product knowledge, strengthening brand loyalty and inspiring brand advocacy

For those local to Louisville or Lexington, there may be a mix of both virtual services and in-person meetings for fittings, fabric reviews, and more. For those who live a bit further away from Louisville, KY, everything we need to do can be accomplished virtually. Please note that Masha is NOT a factory production manager, but a development consultant (everything before you are ready to approach your factory with a batch production order). Think of it as Research & Development (R&D) and allow a few months for this process to take place, especially for collections of more than 3 styles.
I started this business as I had a wide variety of experiences as a designer, event planner, and client experience expert that I believed could support designers in the Midwest and South, who may not have as much access to learn about the systems and strategies it takes to start and grow a fashion brand. Owning a brand is highly creatively satisfying, but I feel even more excited about the variety and excitement of helping others fulfill their dreams.
VARYFORMdesign.com was a brand I founded and ran for from about 2015-2023. It was an incredible journey and I am so proud of the successes and press opportunities it yielded.
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VARYFORM has been recognized by Elle Magazine's Nina Garcia for the wool crepe pant & black shift dress and has been printed in TATLER Magazine, British Vogue, Vanity Fair UK, and Elle UK, and highlighted on L'Officiel Paris & USA editions.
Masha served for three years on the Board of Directors for Fashion Group International of Chicago , and most recently as Regional Co-Director for Chicago, finishing her term in 2020. Masha is an alum of the Chicago Fashion Incubator at Macy's on State Street and Indiana University Bloomington Kelley School of Business. VARYFORM was available on VARYFORMdesign.com , NineteenthAmendment.com , FashWire.com. In 2022, VARYFORM was highly ranked on the Not Just A Label designer directory platform as one of 197 USA Womenswear Designers identified as top tier of "Black Sheep" among 1592 US based designers. Masha lives with her husband, son, and two rescue dogs Thelma & Louise in Louisville.
FORMER BRAND PRESS
· VARYFORM Rhea Raglan Sleeve Dress featured on Emmy-winning actress Carrie Preston (True Blood, The Good Wife, Elsbeth) in The Philanthropy Edition of FELIX Magazine, January 2022
· VARYFORM Pink Italian Loungeset & Candra Silver Jacquard Coat featured Jewelry Designer & Real Housewives Star Meredith Marks in The Philanthropy Edition of FELIX Magazine, January 2022
· VARYFORM White Linen Bishop Sleeve Dress featured in The Freckled Stylist Blog by Katie Schuppler, "10 Linen Outfits You'll Need To Combat The Heat", August 2021
· VARYFORM highlighted on back cover & inside SELIN digital magazine based in Amsterdam, "All In Pastel" Editorial Shoot, July 2021
· VARYFORM highlighted among 5 Midwest Designers to Remember from Midwest Fashion Week in L'Officiel USA & L'Officiel Paris, March 2021 (Link , Link2)
· Masha Titievsky interviewed by Riley Collins for Great Lakes by Design Magazine, July 2019
· Masha Titievsky profiled in Artisan Series for Chicago Life Magazine, Supplement to the New York Times, May 2019
· VARYFORM printed in Elle UK, November 2018
· VARYFORM printed in Vanity Fair UK, November 2018
· VARYFORM printed in British Vogue October, November, and December 2018.
· Chicago Tribune article about Rev Up Chicago Fashion Show at Bentley Gold Coast by Candace Jordan
· Masha Titievsky of VARYFORM Interviewed for Voyage Chicago's Trailblazers Series, July 2018 (Link).
· VARYFORM printed in TATLER Magazine August, September, and October 2018
· Editor-in-Chief of Elle Nina Garcia Selects VARYFORM Phoebe Pant Among Top 4 Styles on NineteenthAmendment.com November 2017
· The Culture Trip – 10 Chicago-Based Fashion Designers to Watch Out For May 2017 (Link)
·        Chicago Department of Cultural Affairs & Social Events – Individual Artist Program Grant Recipient 2017
·        Pattern Magazine Indianapolis Volume 11 – 2 styles featured in an editorial spread called Rugged Individualism, April 2017
·        Macy’s American Heart Association Go Red for Women Red Dress Collection Runway Show -- Custom Dress Designer for actress Lorraine Toussaint (Orange Is The New Black, Law & Order, Scandal) February 9, 2017
·        The Knockturnal 'On The Scene: Star Studded Red Dress Fashion Show Presented by Macy’s' by Benjamin Schmidt
·        Marie Claire Editor Nina Garcia posted on Twitter calling the VARYFORM Classic Shift Dress “the perfect LBD” November 2016 (Link)
·        New City 'Style Breeds Style: Chicago Fashion Incubator Threads Up' by Isa Giallorenzo October 2015 (Link)