Recognize The Famous Stylist Behind The Vetements Brand.

There is no doubt that for the two years of Vetements, the founder and creative director, Demna Gvasalia, is an important person.

However, in this

Behind it, there is another very important man, the stylist Lotta Volkova.

Because of her cooperation with Vetements, she has been called "the coolest stylist in the industry".

Lotta Volkova was born in Vladivostok, who grew up in the post Soviet era and later studied in Saint Martin, England.

She took charge of all the shapes of Vetements from filming to show show - those dressing styles with post Soviet era and garbage rock music.

In addition, another rising Russian Street breeze.

Brand Gosha Rubchinskiy also invited her to make a styling.

Recently, FashionMag interviewed Lotta Volkova.

She chatted about how she started to enter.

How do we look at the success of Vetements?

We selected the main points as follows.

Lotta Volkova's fashion show for Vetements.

At the age of 1.19, I started a men's wear brand.

"I always like fashion.

At the age of 17, I left Russia for Saint Martin to study art, photography and fashion.

At the age of 19, I started a men's wear brand.

I always work with my friends. It's very simple and fun.

Then in 2007, I decided to emigrate to Paris, and my life became a lot of responsibility. Then I stopped working too much complicated work and concentrated on becoming a stylist.

2. has been a stylist for 8 years.

"Now I have been a stylist for 8 years, and I am also a consultant to many brands.

I have been involved in many fashion shows and fashion designs, and I also work for some magazine companies.

3. the most prestigious work is cooperation with Vetements.

The most famous achievement of Lotta Volkova is cooperation with Vetements.

"I know Vetements through friends.

One day, my friend showed me a series of designs of Demna Gvasalia.

I found these clothes great, but they didn't make them.

So Vetements's designers invited me to work together.

We have been working together since 2015 years ago. Now I am a consultant to the brand. From shooting to modeling, I am responsible for all series of designs and T show.

4. how do we view the success of Vetements? It is like a confluence of multiple subcultures, which is reproduced by us.

"We really love what we are doing.

We also trust each other and work in the rhythm of fashion system.

We just want to make clothes for ourselves, for our friends, for our own fun.

At first, Vetements is a kind of viewpoint, an attitude, and of course, it is also a quality product that deserves to be owned.

It's like a mixture of subcultures and music that we re interpreted. "

5. despite the same creative director, Paris and Vetements are different.

Because Demna Gvasalia is now a new artistic director of the new generation, Lotta Volkova is also working for Paris family.

"For me, this is the coolest way to get resources and budgets.

Of course, I have also met some people who are familiar with the founder of Cristobal Balenciaga.

"Now that Paris and Vetements are the same creative director, some people say that the two brands are somewhat similar and normal.

But if you look carefully, there are still many differences.

Vetements is more elegant and more sophisticated.

The two brands have different consumers and dialogues with different female consumers.

But you need to know that clothes are similar to consumers.

6. the design of the first series of Paris family is very successful.

The design of our first series of the Paris family is very successful.

With the release of the first series, sales in that quarter increased by 25% compared with the previous quarter.

This is also good for the later holiday series.

The design of the first series looks cool and unique, and also very practical.

"For example, the first style of men's clothing is a jacket designed by Cristobal Balenciaga but not finished.

Demna Gvasalia has reinterpreted it in a modern way, mainly in order to interpret the spirit of Cristobal Balenciaga rather than copy the past.