A Bali-born fashion brand is heading west. On August 16, Sofi&Co Family will make its Los Angeles Swim Week debut in Bel Air, presenting a ten-look collection titled “The Other Side of Fear,” a runway concept built around transformation, identity, and the courage to move beyond the versions of ourselves we create for protection.
For founder Sofiia Shcherbakova, the Los Angeles presentation marks a meaningful moment in the story of a brand that has always been about more than clothing.
Now, that story moves to the hills of Los Angeles.
A New Chapter in Bel Air
On August 16, Sofi&Co Family is scheduled to present “The Other Side of Fear” as part of Los Angeles Swim Week at a private location in Bel Air. The audience is expected to bring together fashion professionals, media, creatives, models, influencers, and guests for a presentation that aims to move beyond the conventional runway experience.
The collection will feature ten looks combining elements of swimwear, resortwear, and activewear, while remaining rooted in the brand’s recognizable aesthetic: feminine silhouettes, body-conscious forms, expressive details, and pieces created with movement and confidence in mind.
But this show is not simply about introducing ten new looks.
Its central question is far more personal: What happens when we stop allowing fear to decide who we are?
“The Other Side of Fear” explores fear not simply as an obstacle, but as a threshold. Crossing it can mean confronting vulnerability, letting go of expectations, and discovering a more authentic version of oneself.
That philosophy will be translated visually through one of the show’s central elements: masks.
Throughout the presentation, masks will symbolize the identities people construct to protect themselves. the personalities they show the world, the expectations they learn to carry, and the versions of themselves they believe they are supposed to become.
As those layers are questioned, the runway becomes a metaphor for something larger than fashion.
What remains when the mask comes off?
For Sofi&Co Family, the answer is freedom.
From Bali to the World
The story behind the brand makes its Los Angeles debut particularly fitting.
Founded by Sofiia Shcherbakova, Sofi&Co Family developed its identity in Bali, where it operates a retail location and draws inspiration from an environment associated with movement, nature, individuality, and a certain freedom from convention.
That Bali energy remains visible in the brand’s approach to fashion. Its swimwear, activewear, resortwear, and statement pieces are designed around the body rather than against it, emphasizing femininity without treating it as fragility.
Los Angeles offers an entirely different backdrop. cinematic, ambitious, fast-moving and intensely visual. Bringing those two worlds together gives “The Other Side of Fear” its particular energy: the relaxed freedom of Bali meeting the boldness of Los Angeles.
Why “Family” Matters
There is also a reason the label is called Sofi&Co Family rather than simply Sofi&Co.
“Family” reflects Shcherbakova’s broader philosophy that a fashion brand can become a community. connecting people through shared values, creative energy, confidence, and the willingness to express themselves authentically.
That idea feels particularly relevant to “The Other Side of Fear.”
Fashion has always provided people with ways to construct identities. We dress for confidence, attraction, belonging, rebellion, professionalism, protection and, sometimes, transformation. Clothing can become another kind of mask. but it can also help remove one.
Sofi&Co Family’s August 16 presentation plays deliberately with that contradiction.
The masks in the show represent what we hide behind. The clothes represent movement forward.
Fear may remain part of the journey, but the collection’s message is that it does not have to determine the destination.
From Bali to the Bel Air Runway
For an independent brand born thousands of miles away in Bali, the journey itself has become part of the story.
On August 16, Sofi&Co Family will step onto a major American fashion stage through Los Angeles Swim Week.
There is an appealing symmetry to the progression.
Bali provided the roots. Los Angeles provides the stage.
And “The Other Side of Fear” provides the message connecting them: growth often begins precisely where comfort ends.
On August 16 in Bel Air, ten looks will tell that story through fashion, movement, symbolism, and the removal of masks.
For Sofi&Co Family, it may be a Los Angeles debut. But for a brand increasingly looking beyond borders, it feels more like the beginning of its next chapter.
About Sofi&Co Family
Sofi&Co Family is an independent Bali-based fashion and lifestyle brand founded by Sofiia Shcherbakova. The brand creates swimwear, activewear, resortwear, and statement pieces inspired by confidence, femininity, freedom, individuality, and self-expression.
Website: https://soficofamily.com
Los Angeles Swim Week presentation: August 16, Bel Air, California.
Event information: https://partiful.com/e/rW1a1iBGeYRHbBiFBseO?c=DSfWJ3XK
