Serge Smolin is the founder and the leading designer of menswear brand IDoL. He started his career at Fashion House Olga&Simonov. His collections were demonstrated in Russia, Italy and France. Working as a designer of a French brand TM Ette, he understood the fashion business in the broadest sense of the word. In 2007 Serge Smolin founded the brand IDoL. The brand is represented by two lines: IDoL.Bespoke is a brand of unique men’s suits designed respecting all the individual anatomical features of the body. IDoL. is a brand of menswear ready-to-wear collection.