Fashion as an expression of a social and political condition. Yulia Yefimtchuk, Ukrainian designer, founded her eponymous brand in 2011 with the goal of selling an idea of fashion that was not just “hearts and flowers”, with a deep meaning behind: the public situation of his country.
When did you realize that you would become a designer?
I can’t define the particular moment, but, for sure, i can say i was interested in fashion since childhood. I was curious to know how is it like to be a fashion designer and how does it work in general. I started drawing clothes, but it wasn’t enough, and i began to sew original clothes for myself, not to be like others. It satisfied me a lot and i decided to do fashion design seriously.
Which is the approach that you use when you start creating a collection?
I listen to music, discover something new for myself, look through art literature, books with vintage photos, research colors, select fabrics, draw sketches and prepare everything to do samples.
Describe with five adjectives the latest collection.
Strict, reserved, graphic, intellectual and social.
At what point is the political situation in your country? How important is it for your work?
Political and social situation in Ukraine is very complicated, but it makes me stronger. You need to push and work more to achieve the results.
Have you some Masters from which you get your inspiration?
Kazimir Malevich, Aleksandr Rodchenko, Raf Simons, Karl Lagerfeld and Rei Kawakubo.
How do you see your brand in a few years?
Responsible team, seasonal fashion shows and presentation in Paris and more stockists worldwide.
ph courtesy: press office
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