I like that there are brands in Russia that evoke emotions, and absolutely opposite ones. I think this is a good sign that things are not faceless and boring, on the contrary, they have their own recognizable style, their own energy, they make you think. And, most importantly, the collections of these brands no longer resemble an "atelier" for sewing expensive clothes, but fully fit into the global seasonal trends, taking into account the local flavor and other features. In early April, ALEXANDER ARUTYUNOV presented to the public a new collection for the fall-winter 2012 / 13 season. Summing up some of his work, I decided to ask a few questions to Alexander.
When browsing your collections, some trends are clearly visible: an emphasis on shoulders, stylized "kokoshniks", an abundance of fur and decor in the form of a long fringe present on hats, trousers, vests, outerwear. Do you think brand awareness is an important component of success? What is success for you?
Alexander Arutyunov: If you mean whether brand awareness is important for its success in general, then of course yes. I think that all designers strive for this. You don't have to look far for a good example. Take the Chanel bran
. Once upon a time
Gabrielle ChanelI just crossed two letters of my initials, and today it is a symbol that can be applied both to the shape of buttons, clips, bags, heels, and to a simple white mug - and everyone will want to buy such a mug. It seems to me that the main symbols, signs, recognizable accessories of fashion houses are a topic worthy of becoming a part of a book and a creative dissertation. I would definitely read this with pleasure! As for success, like happiness, it is in the details. My success is a beautiful sketch, a well-cut dress, a strange girl in my clothes, my friends in my clothes. These are all my modest achievements for which I work.
You have created the image of an unattainable little gothic beauty, tell me, but there is a real character from media faces who could become the face of
ALEXANDER ARUTYUNOVand embody your ideas of beauty?
Alexander Arutyunov: There is no woman who would not go with a luxurious dress. So the things that I create will make any girl and woman even more attractive, especially since my main task as a designer is to create things that can only decorate women, make princesses out of them. This is why I am not a big fan of the Antwerp Six and other similar designers. I myself wear mostly only their clothes, but I would never create something like that, especially for women.
On some well-known sites I read user comments to the lookbook of your new collection FW 2012/13. How do you yourself feel about criticism, is it important for you to know the opinion of people who are far from fashion, who evaluate things only by the criterion of wearing / not wearing?
Alexander Arutyunov: The opinion of people far from fashion is no less significant than the opinion of people from the fashion world. After all, a review will be written by one critic, and hundreds of people will wear it. Comments on sites that are fashionable today are, of course, a separate world. You can never even guess who wrote it - a 12-year-old girl or a grown man hiding under a woman's nickname. Nevertheless, in order to sometimes sink closer to the people, it is worth reading them from time to time.
Your clothes fit perfectly with the bohemian social lifestyle. Have you ever thought about creating a more democratic line of clothing that is accessible to the general public?
Alexander Arutyunov:I really hope that soon in our country, Russian mass-market brands (of which, by the way, there are already many) will actively cooperate with Russian designers, make collaboration lines. There is also a lot to learn from the West on this issue. I myself would love to go to the mass market, stand in line to buy something from my colleague, whose work is interesting to me. I hope that very soon the CEOs of the Russian mass market will no longer be afraid to experiment.
Who is your favorite designer?
Alexander Arutyunov: Today this is the most difficult question. Everything is so confused and confused that it's hard to tell. It's easier for me to go to a multi-brand store and choose things according to the principle I like / dislike. And only then someday at home to look at the brand of things.
Do you believe in fate?
Alexander Arutyunov: I don't see any reason not to believe in her …>
