My London: Polina Mikhailova – Founder of London-based fashion label 11:11 LUCK.

Polina Mikhailova is the founder of London-based fashion label 11:11 LUCK.

Before entering fashion, Mikhailova’s early life was shaped by high-performance sport, academic study and the arts. Trained as a professional tennis player from the age of four, she grew up in an environment defined by discipline, competition and constant pressure. Her career later moved into academia, completing a Master’s degree in Business at New York University before studying Art History at the Sotheby’s Institute and taking part in a curatorial programme in Venice.

These varied experiences eventually led to the creation of 11:11 LUCK, a fashion label born from a period of deep burnout while navigating the pressures of career ambition, motherhood and constant performance expectations. Rather than hiding that experience, Mikhailova built the brand around emotional honesty, transforming personal reflection into wearable statements that acknowledge feelings people often keep private.

Headquartered in London, the brand has grown from a direct-to-consumer concept into an emerging international label with increasing visibility across Europe. Its unisex designs feature short symbolic phrases such as Depresso, Triggered and Germophobe, offering wearers a subtle way to express complex emotions without explanation or performance.

Despite being relatively new, 11:11 LUCK has already begun gaining traction beyond the UK, appearing across Milan’s fashion scene and in curated boutiques across Italy and Switzerland, with further expansion planned across Europe and Asia in 2026.

We caught up with Polina Mikhailova for the latest edition of our ‘My London’ interview series.

Favourite neighbourhood:

My favourite area in London is Chelsea. You can walk from the river through beautiful old streets, past galleries, bookshops, parks and small independent cafés, and it never feels rushed in the way other parts of London do. Some little pockets of Chelsea don’t even feel like London at all. It has history and culture, but also a calmness that makes it somewhere you actually want to spend time, rather than just pass through.

Favourite place for brunch:

It really depends on my mood and where I feel like being that day. Chiltern Firehouse is always a good option if you want a bit of energy and people watching, but if I want something cosy and relaxed I’ll go to Phillis. For brunch I prefer somewhere comfortable and easy where you can actually enjoy the morning rather than somewhere too fancy.

Best coffee in London:

Gail’s. I know it’s everywhere, but there’s a reason for that. The coffee is always good, I love their pastries and it feels like a small moment of comfort in a very fast city.

Favourite gallery or museum:

Tate Modern for the architecture alone, I love the building itself. The exhibitions consistently bring in new ideas and perspectives. I really enjoyed the El Anatsui Turbine Hall installation, which completely transformed the space, and the Nigerian Modernism exhibition, which explored the artists shaping Nigeria’s post-independence art scene. I also love the National Portrait Gallery because portraiture tells very human stories through art. If I’m in Mayfair, I’ll often wander into smaller galleries just to see what’s on.

Tell us a secret:

I am Batman. That’s all I’m prepared to say.

Favourite place to shop:

It depends on what I’m looking for, but Dover Street Market is great when I want to see something creative or unexpected, and I usually stop for coffee upstairs. Harvey Nichols is good for a relaxed wander, while Harrods is where I go when I need to find beautiful gifts for friends. For everyday things I love Bayley & Sage, and Hedonism Wines is my favourite place in the city for wine.

Favourite place to find inspiration:

Within myself. I’ve realised the best ideas usually come when I stop trying to force them and give myself a bit of space to think.

Best London destination for a date:

It needs to be somewhere that lets the evening unfold naturally. A walk through the Tate or the Barbican, some music, dinner at Josephine’s Bouchon, maybe a film at Everyman, then a long conversation over food at The Fat Badger. London is great for dates when you don’t over plan it.

Favourite park:

South Park. Just kidding… I would say Richmond Park. It’s one of the few places in London where you can properly switch off, there’s lots of different routes which are great for long walks, the Isabella Plantation is beautiful in spring, and you can stop at Pembroke Lodge for coffee. There’s also King Henry’s Mound where you can actually see St Paul’s Cathedral on a clear day. The deer wandering around everywhere make it feel surprisingly wild for somewhere still inside London.

Favourite food market:

I have to admit I’m not really a market person. I prefer to find somewhere cosy, with great food, great company, and take my time. I like the European way.

Your sanctuary in the city:

Home. London moves very fast, so having a place where everything slows down is essential. It’s where I can properly switch off, cook, read, listen to music and spend time with the people I care about. After a busy day in the city, that sense of calm and privacy becomes very important.

What inspires you?

I create because I can’t not create. It’s how I process emotions and experiences, otherwise they just sit there. Inspiration can come from anywhere, playing with my children, spending time with friends, watching a film, sitting in nature, hearing a song at just the right moment. It’s never something you can schedule.

This season I’m loving…

The feeling that it’s ending and something new is beginning. I always love the start of spring, the start of summer, the start of autumn. Those moments of transition when the energy shifts slightly and everything feels like a fresh start.