Although I am a super-morning person and my life is governed by a strict schedule, I create at night. Simply because that’s the only time I can be alone, and it feels like the ceiling opens up and ideas and structures fall from the cosmos
We have professional folk playlists because creativity is closely tied to folklore, fairy tales, and myths. I really enjoy folk stories in modern interpretations. There is a track called Petrunko — it’s a traditional Bulgarian song in a fashionable arrangement, and we used it for our shows. I particularly like creating to this track
I have a very simple and honest censor: if I don’t see an item on myself, I don’t create it. So, I’d say I’m ready to wear everything! But among my favorites, as an extremely active person, are oversized T-shirts. I style them with various basques, accessories, chains, and necklaces. I am not myself without a T-shirt!
Oh, it should be something great that changed the course of things. I am very proud of two of our items — elements of historical costumes that I have modernized. Firstly, it’s the apron. We made it super-fashionable; I wear it with jeans, hoodies, and oversized T-shirts. It looks great. The second item is the ponyava, a type of wrap-around skirt. Of course, in Russia, these items had protective meanings; now they have become just fashion elements. This is definitely my pride, so I would definitely pass them on to my grandchildren
I truly love everything: from the idea to the shoot. I love working directly with clients, trading, creating, and photographing. I probably do this work because I love it from start to finish. Well, perhaps I don’t always handle numbers well, but there are special people on the team for these processes
If we were to collaborate with Demna Gvasalia or Lotta Volkova, we could also include the Mistress of the Copper Mountain — a literary character from fairy tales. She is very cold, but recalling Bazarov’s fairy tales, she liked to joke, and she has a sense of humor and audacity. I think we could put her in a cool look. I believe the Mistress of the Copper Mountain would be a top face for Beautiful Criminals
I like forest scents (again, our passion for Bazarov’s fairy tales), but not purely natural ones, rather slightly eccentric and daring. Like alcohol spilled in the forest. We even tried to make our own perfume in the store — “Forester’s Opium.” A mix of tradition and daring, reflecting the character of our brand
In Yekaterinburg, I love the wooden Lebedev mansion. Generally, old mansions are my pain and my love. Pain because they are neglected and just rot. And love because it’s our tradition, and it needs to be loved. I also dream of shooting in Sinyachikha
Don’t stress and don’t worry. The most you can lose is money. And it’s not worth holding on to! With this thought, it’s easy to move forward and do business. Just do it honestly: with yourself, with your ideas, and with other people
Mix. And then you can elaborate: a mix of traditions, fairy tales, fashion, and roots. I am a cosmopolitan myself and a mix of cultures, traditions, and worlds
Of course, with Demna Gvasalia if we’re talking about creativity. For styling — with Lotta Volkova. And for muse, photography, and shows — with Renata Litvinova. Clients often call us the Russian Balenciaga, and that’s so cool. I think if Balenciaga knew about us, they would resonate with our style, and it would be fun for the whole team!
Idealistic answer — originality and courage. Realistic answer — probably nothing. We currently see that with the departure of mass-market brands, designers have taken the beaten path. They decided that beige suits would provide economic stability. As a result, this ubiquitous base plunges consumers into deep boredom. On the other hand, this situation with mass banalities plays into our hands because people come to us saying: “Finally, a breath of fresh air, finally something original and stylish!” So, in my opinion, fashion in Russia will be saved by courage — what we are essentially doing. Well, if it doesn’t save it, it will at least change it
