In 2010, Bezgraniz CoutureTM (Fashion without Borders) was founded by Janina Urussowa and Tobias Reisner. The project promotes the creation of high-end design for the new emerging market: customers with disabilities. Via collaborations with Russian and international designers, the organization of educational programs and new cultural initiatives, the project wants not only to create innovative fashion products, but also to rebrand disability itself: to change the way people with disabilities perceive themselves and are perceived by others. The motto of the project is “Changing the world of fashion – we change the world”. In 2014, Bezgraniz Couture was the first brand in the world to present functional and stylish collections for people with disabilities on a catwalk at Mercedes-Benz Fashion Week Russia.