Lilia Gureeva: On Hats And Women's Business

Lilia Gureeva: On Hats And Women's Business
Lilia Gureeva: On Hats And Women's Business
Video: Lilia Gureeva: On Hats And Women's Business
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The Muses of Alchemy is a project of the Moscow jewelry brand Alchemy. These are stories about girls admired by the creators of the brand - architects Igor Komov and Katerina Lemm. The Muses of Alchemy are beautiful, talented, charismatic, gentle and at the same time full of energy and inspiration that captures everyone who happens to be with them. Having experienced magical moments of meeting and communication, alchemists are in a hurry to share them with you.

A hat is always an event. But who creates it? The talented designer and stunning beauty Lilia Gureeva (LyGureeva) told us how to choose the right hat and quickly get ready for a gala event, and at the same time - about her path in life and what a girl needs to achieve success.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: earrings “Yarn”, ring “Laminaria”, ring “Drop 2”, all “Alchemy”; LyGureeva hat, Uniqlo shirt, VASSA & Co coat

- Tell me what's new with you. What are you working on now?

Last year at the Chapo exhibition I presented status hats for social events and horse races. I am currently working on a collection of urban hats that will be in harmony with the prevailing style of the woman and her daily routine. There will be hats - "pies", "men" with wide brim and an interesting "broken" crown and, of course, mini-berets - I love this style.

The collection promises to be interesting. I don’t know which models I will present yet, I have accumulated a lot of developments. There will be plenty to choose from! (Smiles).

- How do you work on the collection?

I try to make styles that will look interesting with any outerwear: with a coat, and with a jacket, even with a down jacket. The goal of my work is to make an accessory that will become an organic part of the image, so that in a different environment, be it a street or an evening event, the hat looks harmonious and relevant.

- A very interesting model "Kepi". How did it come about?

I want to change the idea of ​​the felt hat, which is often associated with the retro style. Model "Kepi" was conceived as a youthful, mischievous, jockey caps became an inspiration for her. As a result, it turned out that a variety of women began to wear it. And I am very happy about that.

- What tendencies would you call topical?

I am not guided by trends either in the choice of color, much less in the work on the silhouette. I draw inspiration from the classics, only strive to present it in a new way. In the new collection I use wine color, burgundy, muted green and beige. The palette turns out to be very colorful, albeit in muted shades. At the same time, the classic black, white and red colors are always present in my work.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: earrings “Yarn”, ring “Laminaria”, ring “Drop 2”, all “Alchemy”; LyGureeva hat, Uniqlo shirt, VASSA & Co trousers

- Among your works there are hats of rather bright colors …

I would like to add colors, because there is a lot of dullness and monotony in everyday life. With an accessory, you can create a mood, indicate your desires - how you want to look in the eyes of others. In a gray cap you have one mood, but when you put on a bright hat, you already feel differently. Your image changes, your sense of yourself in this image and the way other people see you. One of its kind can bring bright, juicy emotions into society. Usually mass producers work with time-tested neutral shades. But if it's possible to customize an accessory, why not play with color?

- Do you only work to order?

Basically, yes, because our workshop is small, and so far it has not been possible to "accumulate" a wide range of finished products. I have a small stock - each model is presented in two colors, and they are constantly changing: hats find their mistresses, and new works take their place. Clients inspire me to search for something new, because when you communicate with a person, you are imbued with his tasks, there is joint creativity. And the brightest and most interesting hats are obtained.

- What style is close to you?

I'm moving from classic to … feminine minimalism, let's call it that. (Smiles). I work a lot with the form, for me it is more important than decor, various decorations. The hat should be comfortable and hold well when you are actively moving, looking around. Nor should she look intrusive. I like clean lines, clear colors.

In creating a hat, every millimeter is important, because it frames the face, draws attention to it.

- How to choose the right model? Are there starter options?

People often write to me or say at a meeting: “I don’t wear hats because they don’t suit me”. In fact, you just haven't met your hat yet. Each person can choose exactly the model that will decorate and at the same time be comfortable.

My favorite is "Kaska". This is a versatile silhouette that can correspond to different styles: urban, slightly sporty, military, depending on what color it is made in. This hat suits very many people, and it is unobtrusive - it does not attract too much attention, it looks calm.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: Citrino earrings, Spring ring , all Alchemy; LyGureeva hat, jacket and trousers, all by VASSA & Co

- What rules should be followed when choosing?

If you are tall and slender, the crown should not be too high, so as not to make the silhouette even thinner. With a short stature, it is not recommended to wear wide-brimmed hats, as they "land".

In our practice, we often break all these rules. (Laughs) For example, we change the line of the brim, let it go diagonally - and a hat with wide brim may suit a short lady. We model a little differently, set a different movement of the lines, and people see themselves in hats and fall in love - with new themselves. (Smiles).

- Who buys your products?

We have a very wide audience: students, housewives, working girls, business ladies.

- How to combine a hat with a business wardrobe? After all, this is a must-have accessory.

If you take a laconic shape and match the color to the shades of the wardrobe, the hat will become a harmonious part of the image and will not stand out. The emphasis will be on personality, details will not distract attention. After all, clothes, accessories are just a light frame.

A business woman has a lot of tasks: one day she has to participate in different situations. You can be a caring mother, and a spouse, and a leader, and you can see your friends at dinner, and go out to an event in the evening. How to do it all? From a daytime office look, you can quickly "move" to an evening event - to come to the theater, to a meeting or to a restaurant - literally injecting a small hat into your hair that matches your costume and complexion. This is the easiest and fastest way to get ready for the exit - a small hat is indispensable when you do not have time to go to the salon for an evening styling.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

On Lilia Gureeva: rings "Bark" and "Leaf", earrings "Yarn" "Alchemy"; LyGureeva hat, Uniqlo top, French Connection skirt

- Pill caps with veils?

I have been doing wedding accessories for a long time, and I try to do without veils. They take you into retro and make things ordinary.

- Minimalistic things are usually detached, they often have a distance, admiration for form. But all your products are very feminine. Are you specifically aiming for this?

This happens by itself. I try each of my work on myself, they are all my continuation.

In collaboration with other designers, I may have very different challenges. And I will add accessories to their collection that are completely uncharacteristic for me. For example, for Natalia Kozhevnikova, with whom we studied together at the Laboratory, I made men's hats. I didn't expect myself to think of such a thing.

- What inspires you? Where do you get energy for creativity, pick up ideas?

They are inspired by events and shows where the selection of the whole image is appreciated, down to the details: jewelry, gloves, hats, each bead-button. I really like to work together with other designers, when each one does not carry himself separately, but complements the image. And when you see the result on the podium, it's a delight. There is something about it … divine.

I really like working with photographers who, using my products, create their own, new images.

Clients inspire, it happens to work with very interesting clients. The hat is still an event in life. There are people who come with a cocky mood: “You say that anyone can be picked up? Try it! " And they put on a hat and start to like themselves. They look in the mirror, and immediately changes become noticeable: the back straightens, posture appears, a different feeling of oneself. And the excitement captures: but this one if you try it on, and that one? Is this one, too? And after trying on and meeting a new self, a person leaves with delight, which he carries on.

For us, such a result is the most important thing in our work, especially when there was a difficult task. You understand that you are not doing your favorite thing in vain.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: earrings "Yarn", ring "Nightingale", all "Alchemy"; Uniqlo shirt , Vassa & Co trousers

- You work with such different directions: private customers, joint collections with fashion designers. How do you select ideas for your brand?

I try them on myself. I want to be at the event not as a gray spot, but to bring something with me to the audience, to set the mood. It often turns out that I am alone in a headdress. I do not have a task to appear too brightly or shockingly, I just want to bring the culture of a headdress to society.

- There is an opinion that one is not supposed to be in a hat.

I have never met a negative attitude towards myself. Even the most unaccustomed to fashion companies perceive the girl in the hat quite calmly. And this is how my work goes, drop by drop. (Smiles).

As soon as you put on a hat and go out into the world, you feel completely different. If you are tired or some note in your mood is missing, you get it by slightly changing your image.

It is sometimes interesting for me to drive in a new hat from the workshop to the house or go out in the morning and see sad, busy people walking towards them, who suddenly look up and begin to shine with a smile. You just walk, and everything around you starts to transform. A very easy way to cheer up!

- Such a magic wand …

Maybe because it is on the top of your head, like an antenna, and there is some connection with your continuation, the trail that you leave behind in the world (laughs). There is something in this that I still cannot explain, but only feel.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: Citrino earrings, Spring ring, all Alchemy; top and trousers, all by VASSA & Co

- What character should a girl have to be successful in business?

First of all, you need to do what you love.

Then, you need to soberly assess your abilities. It's important to do this at a crossroads when you choose which environment to go to. I wanted to go to the theater, dance, and flower business. And it is very pleasant to deal with the earth, and I want to treat animals, and draw (I graduated from art school). Most of all I wanted to be an artist. But I was aware that I did not stand out so brightly as to be able to delight the audience and make money. I was looking for such an activity in order to be an artist according to my abilities, and to achieve success, to become a part of a vivid picture of a prosperous life.

Gradually, after experimenting with clothes, jewelry and shoes, I formed my own area - hats. I felt in them my passion, love and endless desire to work.

Determination is essential for a business to be successful. It is very difficult to untwist something by yourself. I was distracted from my goal - for the sake of earning money, but in the evenings I sewed and modeled according to my ideas, for pleasure.

You need to work with love, with self-confidence, give yourself a correct assessment and constantly develop. The result comes gradually. Someone is faster (laughs), mine is on the sly, but I believe that all tasks come as you are ready to cope with them. Therefore, everything will be fine. And it’s very interesting what will happen next.

Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project
Lilia Gureeva in the AlchemiJewellery Muses project

Lilia Gureeva wears: earrings and ring "Citrino" "Alchemy", dress All Saints

Interview and Style - Anna Dokont specially for

Photo - Igor Komov, designer jewelry "Alchemy" (AlchemiJewellery)

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