Lora Nikolaeva, also known as Gene, is the Managing Director of The Genuine, a consultancy firm renowned for its expertise in guiding brands toward sustainable and ethical practices. With a strong presence in key global fashion hubs—London, New York, and Tokyo—Lora has earned a reputation as a leading sustainability expert within the industry.

Lora's career in fashion began in the early 2000s when she spent a transformative year in New York as a model. This experience not only introduced her to the heart of the fashion world but also marked the beginning of her deep connection to the industry. It was during this time that Lora's passion for fashion, sustainability, and business began to take shape.

Following her time in New York, Lora moved to London, where she rebranded her own fashion label, Gene. The brand quickly gained recognition for its commitment to sustainability and innovative design. As Lora’s expertise grew, so did her ability to bridge the gap between high fashion and ethical practices. It became clear that Lora was uniquely positioned to offer valuable insights into the evolving demands of the modern fashion industry, leading her to shift focus toward consulting brands on sustainability, brand identity, and responsible growth.

Today, Lora is proud to consult a range of forward-thinking brands across both London and New York—two of the world’s most influential fashion capitals. Her work is centered around helping brands navigate the complexities of sustainability, ensuring they make informed, ethical decisions that resonate with today’s increasingly conscientious consumers. Lora’s strategic insight, coupled with her firsthand experience in both the creative and business sides of fashion, has made her a trusted advisor to brands seeking to evolve responsibly.

In addition to her consulting work, Lora is also a mentor with Global Oxford Shapers, where she shares her expertise with emerging leaders who are passionate about shaping a more sustainable future. As a sustainability expert, Lora understands the challenges of balancing business success with environmental and social responsibility. She works closely with her clients to create bespoke solutions that not only elevate their brand’s authenticity but also drive long-term impact. Whether consulting on sustainable sourcing, production practices, or brand positioning, Lora’s goal is always to help brands build lasting legacies that align with both their values and the future of fashion.