Who: Ksenia Schnaider
What: Designer of Ksenia Schnaider
Background: Kyiv Univercity of Technology and Design
Located: Kyiv, Ukraine.
Ksenia Schnaider makes a new denim hype. Envelope had a talk with the designer from Ukraine about wearing jeans inside out and how it all started.
Envelope by Celine Aagaard
- Your Demi-Denims have been spotted on the hottest influencers during fashion week - and featured on Vogue - tell us the inspo behind this fantastic pair of jeans.
I came up with this cut for spring-summer 16 collection. I was thinking about combining skirt, shorts and trousers in one item. And my challenge was not only to invent new type of trousers but also to make them look easy and comfortable and at the same time edgy and sexy. For spring-summer 16 this cut was used for white cotton trousers and the ones with the Pixel Birch Print. I imagined them in denim right away, but the collection was based on monochromatic pure colours, so denim would not work for it. When I started working on fall-winter 16-17 the first thing I did were trousers-shorts in denim. And we called them Demi-Denims.
- Do you remember your first pair of jeans?
I guess it was a pair of flared jeans, made in Turkey. In the 90`s there was a lot of Turkish stuff on Ukrainian markets, where we used to buy clothes with my mom.
Did you use to cut and customize your jeans back in the days?
Now I think it's quite strange, but I liked wearing jeans inside out.
Why do you think we never get tired of jeans?
How can we get tired of something irreplaceable?!
In what way are you inspired by your background?
I think that my past and Soviet background affects me, even if I do not realize it. I think I am able to create something understandable worldwide, but my designs always have a hint of nostalgia, even something orthodox mixed with modern Ukrainian clichés. I call our typical environment "ugly beauty" and I work with it in my studio, trying to transform it into "flawless beauty"
Tell us shortly the "Story" behind the brand - how did it start?
This brand started from love. I met Anton Schnaider and he became my husband and my partner. Since that summer of 2011 we work together on everything in Ksenia Schnaider, but I am mostly responsible for cuts, fabrics, silhouettes and lines; Anton is responsible for branding, prints and general concepts. This is my second brand. The first one was created more than 10 years ago, when I was a young girl, who could not find clothes that she wanted on Ukraininan markets. So I am very experienced in fashion, even though my experience is not very positive.
What inspires your design?
My everyday life, news on TV, music and friends, modern technologies and history of mankind, art and literature, mother nature- everything around me is so interesting!
How does Instagram inspire you?
I cannot say that Instagram inspires me, but it definitely is an important tool for me to communicate with the audience.
Do you have any icons from the 80-s or 90s?
Unfortunately I don`t have any icons at all…
I was told your look book -model is an "ordinary" cool girl casted from Instagram?
Yes, I have already collaborated with quite a few personalities for various projects. For example, we had two major photo shoots with poetesses and a special project with Daria Shapovalova for Style.com. And then, I saw this girl on Instagram and really liked her natural and relaxed look – exactly what I was looking for to illustrate the collection, which is about absolute honesty. I wanted to shoot in look book - just a girl- and we did all pictures without make-up team and hairdressers, without stylist and retouch. It was like Anastasia is wearing her own clothes in her own everyday manner.
How does the collection reflect your personal style?
My personal style is very-very simple, I feel uncomfortable when I am dressed-up. I always keep white shirts and black trousers from our collections, but I never wear our bright printed dresses, which I truly love to see on someone else except me.
Is there anyone in particular you would like to see wearing your design?
I am sure Alexa Chung will look cool in our stuff.
Any tips on how to easily style or layer an outfit with clothes from your collection?
My aim as a designer is to create clothes that can work great with high heels and sneakers with any style. Our clothes always put personality in front, so you just have to be yourself to look good wearing Ksenia Schnaider.
What is style to you?
Style is something available only for strong personalities.
What trends do you believe in for AW16? - Denim combo, no make-up, a smile.
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