sela moms & monsters is a family lifestyle brand and a caring help for mothers and their beloved monsters.

sela’s mission is to support every mom in their being the best, to create the moms’ community and help mothers in choosing wardrobe for herself and her family, and in making a cozy home with warm family atmosphere.

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The new concept of sela stores reflects the best ideas of modern shopping for parents. The space allows to shop with a child as comfortable as possible: there are big fitting rooms, also those for moms with prams, a playground and a creativity zone.

The interior design uses light natural colors — beige, grey, green. There are also wooden and wicker surfaces, green plants. In some stores, one can find a playground designed as a box turned upside-down where children can role-play salespeople and customers.


sela creates clothes for women, men and children aged 0-14. The collections consist of the most comfortable items of the basic wardrobe in an up-to-date reading. Natural and mixed fabrics are used, mostly relaxed fit.

The fw'23-24 collection is dedicated to traveling around Russia. Inspired by the beauty of the nature of different regions, the brand has created collections for exciting family adventures.


We propose to join our team and share our love of fashion and passion for business.

Our partners not only get a unique experience, efficient business model and wholesome support, but also one of the most favourite brands on the Russian fashion market.

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