interview to ulyana sergeenko, haute couture designer.

From sewing your own dresses as a girl, to Haute Couture Fashion Weeks. What is next for you?

I do not look too far ahead. But I will definitely continue to develop my brand which mission is to bring beauty and elegance.

You are one of the faces of Russia's fashion revolution. What do you think will be the next revolution on the couture landscape?

I think 2020 unveiled the weak points of our industry, and it will never be the same. I hope to observe some positive changes in the fashion business in the near future. In fact, the original way we develop our company - was right. Sustainable production, recycling, handicrafts, natural fabrics - our core principles became so trendy today.

We are mesmerized by your creations. The inspiration behind it came naturally when you started designing?

The idea to make the new collection inspired by Art Deco was from the very start. The vivid style of the 1920s, the heroes and icons of that time are a plentiful source of inspiration. The style's influence can be traced through the combination of textures, the nature of the lines and silhouettes, the choice of colors, and the graphic quality of the ornamentation and embroidery.

Can you explain a bit more your inspirations and why?

The heroine of the collection was inspired by the image of Vera Kholodnaya - the most famous Russian actress of a silent film. Vera was called “the queen of the screen,” charming audiences with her gracious beauty and the piercing gaze of her bottomless eyes, drowning in a sea of dark shadows—an image that became a classic over the short, but thrilling few years of her career. We give an homage to her image and tell the story of a heroine for a new era: bohemian and romantic, strong and brave, desirable and yet unflappably elegant.

Why Haute Couture?

Haute Couture is always an exciting challenge to show the art of design and craftsmanship. Couture makes it possible to express creative ideas and show timeless beauty.

These items have a unique soul, they are produced by hands using rare techniques, the best fabrics.

And these unique pieces are passed down from generation to generation.

When was the turning point of your career? What did you feel?

The happiest moment is the first show in Paris. We were a young, naive team, making a collection based on such enthusiasm. That day everything was magical and until the last moment, we did not believe that everything around - clothes, music, models, theater, all the teams of professionals - had come together to work on one story, all for us.

Fashion, in general, is becoming more democratized. Do you think it also applies to Haute Couture?

Couture is always considered as something exclusive and unaffordable. If you take into account several factors: quality of fabrics and materials, a unique design and amount of hours and months of hard manual work spent on just one piece, you will realize that it can't be cheap. Couture pieces are timeless, they are handed on to next generations.

Digital or physical shows? What are your main thoughts regarding it?

If you asked me this question a year ago I would say without any doubt - physical shows. But reality imposes conditions. I believe digital shows can't be compared with the physical one, where you totally immerse yourself into the magic atmosphere and charming designer's dreams. As for the digital shows, it is an absolutely different kind of perception and experience. It's a challenge to come up with a new language of communication and presenting collections.

Where and under which circumstances you learned the most?

I keep learning everyday.

What is your biggest advice to younger designers who want to thrive in fashion?

Be brave, keep dreaming, defend your ideas.

If you could define Haute Couture in one word, what would it be?

A dream.