An independent women’s fashion brand, a strong artistic and aesthetic component. A path faced on the sidelines, in the research, resulting in an interesting world view that touches on issues such as propaganda, through cinema and personality. This is the world of Yulia Yefimtchuk told by its eponymous founder and designer.
Yulia, at what point are you with your fashion research?
It is a very important working stage for me as it sets the rhythms for the whole process. It helps to concentrate and understand the idea, find out my actual mood, what is important for me right now.
It seems that a certain soviet aesthetic is always prominent in your collections. Why?
Soviet aesthetics is barely precise, it does not bear anything unnecessary: all the forms are strict, lines are simple, silhouettes are beautiful and monumental, colors are clean. It all is close to me, it brings me inspiration. I can look at the same soviet poster and every time discover something new.
This explain why you choose film The six part of the world as inspiration for the creation of your fall – winter 2007 collection. What is the link between that film and your clothes?
This film is about soviet propaganda that I accentuated in my collection and compared it to the modern world where propaganda exists everywhere, beginning from politics and extending to what we should eat. Film is nicely shoot and slogans are well elaborated.
Your clothes remind me the lines of artist Kazmir Malevič. In which measure arts affect your approach and is it difficult making from that wearable outfit?
The artistic influence of Kazmir Malevič is always transmitted in my works. His art pieces have magic, which excites me. Art influences my work immensely, it gives me colors, forms, ideas. I want to bring clothes closer to art, but it is the future.
Photo: Masha Mel
Style, direction: Erik Raynal
Model: Hannah Quilan
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