I've read that you were born in Armenia and grew up in Russia, in any way have those cultures influenced your work?
It is almost impossible not to have those 2 different cultures influence my work. I am proud and fortunate to have had lived among them. Those years of my life have molded me into who I am today and what I create.
You've been a New Yorker since 1992, how do you see New York has changed for the fashion industry over the years and how do you see it changing in the future?
New York is of course the Fashion Capital of the world. It is one of the main reasons why I moved here. The fashion industry changes constantly every season but it is also effected by the financial climate. It has been difficult for many designer brands over the last 3 years to maintain their businesses and continue to grow. Since these are challenging times, I hope that the mass market will not demolish the high fashion market. It would be tragic if we lose the art aspect in fashion. The masses will not have any source of inspiration without the high fashion brands. The future of high fashion is in the hands of media and store buyers to encourage and keep customers excited about designer brands. It's essential to keep inspiration in our lives. If the customers are informed and educated about quality and originality they will continue to support high fashion brands regardless of the price point. Luxury is not a necessity during challenging financial times but saving art should be a priority. Fashion is not just a "shirt on your back", it represents your character, your lifestyle and future. Any designer label creating collections filled with art and beauty serve as an inspiration for our society. Beauty inspires love. There is no love in mass market.
What was the main influence/inspiration behind the Fall/Winter 2011 collection?
As a young girl growing up in Moscow I spent a lot of my time reading and watching fairy tales, drawing princesses in glamorous gowns. These female characters were my role models. They represented youth, beauty, elegance and love. I wanted to capture the essence of them in my collection but also design pieces that are wearable and practical for the modern woman. I hand picked each model to represent different types of women. The soft and feminine make-up and hair styles were key elements in the Fashion Show, along with the slow beat music selection and soft lighting. It created an aura of a desirable, seductively elegant woman.
You have a very unique logo, what's the story behind it?
I have a profound love for birds. As a child growing up in Yerevan, my next door neighbor had a peacock in her garden with other exotic birds. I was fascinated by their beauty and elegance. I did extensive research when I decided to create a logo for my brand. I wanted it to symbolize who I am, what I create, relate to women and men on a global scale as well as tie into my Armenian heritage. I found an ancient Armenian coin with 2 birds intertwined which was refined to fit to the simple message of my brand: love and unity. I feel content to have this symbol represent my work.
Any insider tips for someone who is trying to make a name for themselves in fashion?
If you have a passion for something, it takes a lot of hard work, complete dedication, countless hours, problem solving skills, creativity and networking. Having a talent is just as important as creating an inspirational environment for yourself. Once you enter the creative "zone" nothing can stop you. Surrounding yourself with honest supporters, practicing your talent, listening to your true supporters and building long lasting relationships are key elements in becoming successful.
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| Actress Johanna Botta |
What can we expect for next season's collection?
That would be the Spring/Summer 2012 Collection. I have not yet thought about it in detail but my collections always stay true to the message of the brand. I design each piece myself. I have my own process I go through to create each piece as each piece has it's own story and purpose. My main source of inspiration has always been love. Creating a fantasy that can be visible and touchable for women to be embraced and admired in.
Credits:
venue: District 36
hair: Gianina Contin/Diesel Salon
make up: Diana Manzanares
photos: Yoni Levy & Hans Dudeck
