Fashion is my profession!

Can you share some memorable experiences from your work in the fashion industry? How did you get involved in that world?
Our agency is actively engaged in the field of fashion, I am especially proud of our cooperation with such giants as Harper’s Bazaar, Elle, Marie Claire and Vogue.  Over the past 12 years, we have significantly expanded our areas of activity and now we not only cooperate with the European media, but also work closely with such countries as the USA, China, Vietnam, South Africa, Australia and New Zealand. At the same time, each client and each publication is a real challenge and joy. But perhaps the most memorable project was and still is the international beauty contest Miss Earth, where our client, despite her modest achievements, managed to impress everyone with her emotional speech about Russia written under the guidance of our copywriter. Just imagine, a contestant who didn’t even get into the top 10 finalists, was followed day and night by dozens of reporters wishing to interview her. The girl was predicted to have a successful political career in her home country, but she saw her calling in social and charitable projects, so she did not take this opportunity. Well, there are different ways to influence the fate of your country, but for our part, we have done everything to make the name of our client known throughout the world.

What have been some of the biggest challenges you faced while working in fashion PR?
Fashion, beauty, and lifestyle are three of my favorite topics for filming and creative self-expression. Unfortunately, these topics have become more challenging since the start of political events. My colleagues and I have been struggling to obtain visas to attend fashion weeks in Europe and the United States, as well as continue to collaborate with our international brand partners.

How do you choose the projects and clients you want to work with?
It’s just easier to make others fall in love with someone who you personally find appealing. But, just like in any other business, you get all sorts of jobs — some easy, some difficult. In most cases, I try to connect with the client and build a trusting relationship for many years of fruitful cooperation. If there happens to be a sudden creative disconnect between us, we sit down at the negotiating table and discuss the working process. Sometimes clients themselves do not know what they want from their PR team or do not trust us as specialists: in cases like these we simply part our ways. Time is the most valuable resource, you can’t spend it on someone who does not understand this.  .   

What key skills do you believe are essential for success in PR today?
I try to be the best at everything, I always keep learning and never look down on beginners. More specifically, these qualities are perfectionism, thirst for knowledge and the lack of a superiority complex.

How do your travels influence your creative process and perspective in your work?
Traveling is a great source of inspiration for me and my team. We are able to create vivid and creative images for our clients' advertising campaigns and personal brands thanks to our travels. We have filmed in many different countries, including Russia, South and North America, Africa, Asia, and Europe. It's difficult to imagine where we haven't been yet! We have not yet worked at the North or South Poles, but I'm sure we will eventually go there.

Are there any projects you’re currently working on?
At the moment, we are continuing to promote and publicize the top officials of Russian businesses, working with bloggers and influencers from America, Europe, and Asia, and continuing to shoot for coverage in Russia, Europe, and Asia. I am proud to work with such world stars as Toni Braxton, Maya Musk, Steve Aoki, Monica Bellucci, Uma Thurman, Cardi B and I hope that this list will only grow!