We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Svetlana Fedina ("SF").
StillSveta began in 2014 when Svetlana Fedina moved to Amsterdam in 2014, in search of a means to use her creative skills for a positive cause. Stillsveta believes fashion can be an effective way to convey a message serving a higher purpose other than merely improving appearances. This is why she makes her coats from environmentally friendly produced fabrics. Each coat comes with a unique lining design, printed in a socially responsible printing organisation. StillSveta clothes have been sold in boutique shops in Brussels, Paris, Berlin, Amsterdam and The Hague. Currently her clothes can be ordered from NOFIRM which practises on-demand production in order to prevent a single wasted garment going unsold. 10% of profits generated by sales go to the animal shelters in Amsterdam and Moscow.
Svetlana Fedina Designs
We are pleased to share with you original and innovative design work by Svetlana Fedina.
Designer Interview of Svetlana Fedina:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
SF : When I was a child, my parents worked in a porcelain factory. We had a beautiful collection of animal figurines, which I found fascinating. They came in all different sizes and shapes, some of them looking very unique. My parents treasured these fragile figurines, so I wasn’t allowed to play with them. I dreamed of one day making my own when I grew up so I could play to my heart’s content. My fascination with arts and crafts continued at primary school. After graduation, my mother received a big bag of drawings that our teacher collected during the time I was there. It was so heavy that we had to leave it behind that day so my dad could pick it up later with his car. At school I went to arts and crafts lessons, learning macramé, woodwork, sculpting, and embroidery. My sewing lessons started with an apron for my mother, and then swiftly moved to extravagant outfits for myself. I couldn’t wear them at school because we had a school uniform so would have regular fashion shows at home judged by my dog and two parrots. My further education and career was mainly focused on business but I reignited my creativity when I moved to Amsterdam four years ago. That is when I created the StillSveta fashion brand.
DI: Can you tell us more about your company / design studio?
SF : StillSveta is an organic clothing brand based in Amsterdam. StillSveta believes that fashion should not only improve the appearance, but be fair and ethical. StillSveta believes that eyes are the doors of perception, which is why a logo of an eye represents the brand. Eyes have a strong symbolic value, symbolizing curiosity and wisdom. Each collection is an exploration of consciousness, aiming to spread awareness of animal care and a sustainable way of life.
DI: What is "design" for you?
SF : Design is an expression of creative thought through various mediums that serves a purpose and makes peoples lives easier and more exciting.
DI: What kinds of works do you like designing most?
SF : I like designing jackets the most, but my journey as a fashion designer has only just begun. I am still in the exploration stage and finding out about my own taste and style. However, what is very clear to me is that I want to focus on organic and ethical fashion. I want continue creating beautiful alternatives of outwear that is biodegradable and healthy to wear without involving animal cruelty.
DI: What is your most favorite design, could you please tell more about it?
SF : My favourite design is a unisex biker jacket made of organic wool. It comes in three different colours (black, blue and pink) and can be worn by both men and women. All jackets have a unique lining inside that is produced in a socially responsible printing organisation in US.
DI: What was the first thing you designed for a company?
SF : I was looking for a classic coat for winter and I could not find anything to my taste. I decided to make it myself. At the time I was reading a book about the history of Japanese fashion. I was intrigued by simple designs with complex execution of printmaking and embroidery. Inspired by that, I made an indigo colour wrap coat with bright cartoonish eyes, embroidered on shoulders. This coat became a subject of conversations with strangers on the street and my first business success.
DI: What is your favorite material / platform / technology?
SF : My favourite materials are organic wool and cotton. I like ‘Not just a label’ platform where I was first featured. It showcases designers and their work from around the world. It gave me first publicity and recognition, which I am very grateful about. My choice of technology is a Brother embroidery machine. With this embroidery machine possibilities are limitless, you just need to unleash your creativity.
DI: When do you feel the most creative?
SF : I feel the most creative when I walk in the warehouse in search of fabrics. Looking at various colours and feeling different textures make me want to run back to the studio and get started on a design.
DI: Which aspects of a design do you focus more during designing?
SF : I focus on the comfort of the garment, the durability and sustainability of the fabrics, as well as the general aesthetic. I like classic shapes with a contemporary twist: designs that are fresh and interesting to look at.
DI: What kind of emotions do you feel when you design?
SF : I enjoy the preparation for projects, sourcing for fabrics makes me feel excited. I try to stay focused while I design, but once the project is finished, here comes the excitement and satisfaction. Overall, I just feel content that I do what I love.
DI: What kind of emotions do you feel when your designs are realized?
SF : I am hesitant to be satisfied with the end product until I see the jacket that I have created on the model. For many years I worked in the photography studio as a fashion stylist. Now I organise and prepare photoshoots for my brand myself. Good design is invisible and touches nobody without being presented effectively. It helps to communicate the message and philosophy of the brand. I feel relieved if I am able to see what I am trying to say through the photographs.
DI: What makes a design successful?
SF : I think simplicity is key. That is why most images of StillSveta designs have a white background. I believe that good quality, clear presentation and an easily understood message are very important. In that case you get more chances that people are going to come back to you. The last aspect is to be fun. Being a bit quirky and cheeky with your designs makes people smile.
DI: When judging a design as good or bad, which aspects do you consider first?
SF : Good design should be clear. When you look at it you say ‘I get it!’ Good design attracts positive attention, it makes people look at and use it with joy and ease. Bad design is confusing, dull and sometimes even annoying. Clean and clear design creates a sense of understanding and trust.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
SF : Designers have a direct impact on society and environment. I believe in designs that protect biodiversity and products that do not harm the environment. Designers should take into account current environmental concerns and show how we can help to restore ecological balance, by using recyclable materials. Designers should make conscious choices and come up with solutions on how to improve and advance our life by being in tune with nature.
DI: How do you think the "design field" is evolving? What is the future of design?
SF : Faster than ever our world is changing. Overpopulation, environmental damage, climate change, natural disasters, ocean pollution, and the bleaching of corals are all realities that we are facing and that we have to overcome. Therefore, designers should consider the impact of their work on these current environmental concerns. There has been a big shift towards finding new methods of renewable energy, cleaning the ocean campaigns, growth of educational documentaries on the impact we have on the planet. I hope that the future of design is moving in this direction too: towards fair, responsible and more ecological methods of work.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
SF : I have not exhibited my work yet. I hope I can showcase my work in the near future.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
SF : Things I feel very strongly about, such as animal welfare and sustainability have inspired me. My recent diving trip has also left a big impact of me. It created a desire to preserve that overwhelming beauty of nature.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
SF : StillSveta’s style is fresh, young and a bit rebellious, with some elements of classic. I equally love both rock-and-roll and jazz music. That is why these two seemingly incompatible aspects of my personality result in edgy but classic designs and cuts. My approach to design can be described as intuitive. I trust my own judgments. I prefer to not think twice and to be assertive when working on new designs.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
SF : I am originally from Russia. I lived in the UK for many years. Four years ago I moved to the Netherlands. The transition from my youth to adulthood happened while I was living in London. I most certainly feel that my views on style and fashion were shaped in this capital. London has this rebellious spirit and a great diversity that creates a unique bubble. I learned about the 60s and the MODs culture, by watching British films and going to festivals and music concerts. I believe you can see a bit of British influence on my designs. At the moment my life in the Netherlands is very much balanced. I like how liberal and free the society is, and how open people are to the arts and culture. I feel treasured and appreciated here for what I do.
DI: How do you work with companies?
SF : Recently I was asked to participate in the start-up project called NOFIRM. This company has created a platform where fashion designers can create without limits and wastage. Orders are collected for each design, and only produced when an ecologically viable volume is reached. Most people agree with the concept of slow fashion. But for some people, who are so used to ordering clothes online with next-day delivery, this concept could feel alien. Therefore, there is a big challenge for this company to change consumers spending habits in order to be able to succeed. I prefer to work with companies that have similar views and want to bring something positive to our collective consciousness.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
SF : No matter what your occupation is, there are some professional qualities that should be present. The designer should be reliable and ambitious. Having taste, vision and style important if you work in fashion industry is important. You can see if the designer is talented judging by previous work and achievements. Other than that, I think only through personal interaction it is possible to make a fair assessment.
DI: Can you talk a little about your design process?
SF : I think that the most important part of the design process is coming up with the concept. The idea should sweep you off your feet and create an immediate urge to start prototyping. The rest will all follow in good time. A recent example is when I was reading a lot about gender equality. I have a lot of sympathy and understanding for transgender people. I see that their lives are not always easy. They are not yet accepted by society as a norm. I thought how great would it be if my boyfriend and I could share one jacket, and if people accepted us both rocking baby blue wool biker jackets together. What if a boy who transforms to a girl can wear this jacket anytime, disregarding of gender he or she chooses at the time. It felt liberating. That is how the process on my unisex collection started.
DI: What are 5 of your favorite design items at home?
SF : When I moved to Amsterdam, my dad came from Russia to help me with the move. He bought me a really funny piglet-shaped table-lamp wearing a dressing gown while holding the lamp as a candle. It makes me smile each time I look at it. I also like my 60s inspired wooden record player and old wall poster showing different types of fish.
DI: Can you describe a day in your life?
SF : I find routine boring, but there are some things that I do quite regularly: cycling, practising yoga, learning Dutch, drinking tea and red wine, reading, and browsing the organic food market.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
SF : I have two motivational quotes that stand on my table. One goes: ‘‘should, would, could, did’’. It tells me that doubts are a waste of time. You can only experience something new by doing something new. The second one goes: ‘what you do every day matters more than what you do once in a while’. It reminds me that I have chosen the path of designer for a reason, so despite any obstacle or drawback, I should stick with what makes me happy. Eventually, by systematic and on-going work you are going to get very good at what you do and have the success you deserve.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
SF : The clothing industry is the second largest polluting industry in the world. It has a long supply chain of production, dying raw materials, manufacturing of textiles, international shipping, global retail, the use of the garments (including constant washing and dry cleaning) and eventually, disposal of the garment. All these factors create environmental damage, as fast fashion creates an extreme demand for quick and cheap clothes. There are some big fashion designers like Vivienne Westwood, Stella McCartney and Ralph Lauren, who are taking the lead towards reshaping fashion industry. In my opinion, the change will only be possible if mainstream brands like H&M or Zara are going to find a way to make their business more sustainable. From a positive side, fashion designers can reduce their environmental footprint or the company’s by choosing more sustainable fabrics. This leads to better health of people, animals and nature.
DI: What is your "golden rule" in design?
SF : Robert Swan said: ‘The greatest threat to our planet is the belief that someone else will save it’. Making a difference starts with individual. My golden rule is to believe in yourself and design with love to the nature in mind.
DI: What skills are most important for a designer?
SF : I think being able to stick with your vision is an important skill to have. It is also the hardest. With growing impact of social media, anyone can express their opinion about your work. Some people can speak negatively of your designs and tell what they could do instead. Once, one of my designs had a long mean comment on a fashion blog, saying that my embroidery looks like I bought it pre-made in a cheap shop. Reading this was upsetting, but it didn’t stop me making other people happy, who liked my designs and have chosen to wear it.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
SF : My professional inspiration is linked to my personal inspiration. The work of fellow artists, designers and creatives gives me a great source of motivation. Trying something new, like learning to dive or surfing brings me joy. Leaving city surroundings and going to the countryside is also very inspiring.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
SF : When I went to Oxford Brookes University, we had to study different tools and methods of time management. We had to write about our progress everyday, recording when we procrastinate. It taught me how to organise my time efficiently and be more disciplined with my working process. But I do allow myself the occasional break for a nice cookie or a browse on Tumblr.
DI: How long does it take to design an object from beginning to end?
SF : It all depends of the difficulty of the task, but I think one week is plenty.
DI: What is the most frequently asked question to you, as a designer?
SF : ‘Where did you buy that coat?’
DI: What was your most important job experience?
SF : I also work as a freelance fashion stylist. I have experience working with different brands, styling models, products and interior. I worked on advertising commercials, video and online productions. I styled look books for other designers and magazine editorials. This experience was and is the most valuable.
DI: Who are some of your clients?
SF : I work with a few shops in the Netherlands and I have ongoing collaboration with sustainable project called NOFIRM.
DI: What type of design work do you enjoy the most and why?
SF : I like sourcing for fabrics and learning about new sustainable brands that produce fastenings, zips and buttons. I find final stages of the project particularly exciting. When I see how my designs fit on the model, I can visualise styling, lighting and think of some ideas for final images.
DI: What are your future plans? What is next for you?
SF : In October 2018 I will be participating in the Dutch Sustainable Fashion Week, which is exciting news for me. I will be able to showcase my work and discuss potential work projects. I hope more of my jackets can reach stores' hangers. I also hope to spread more information about my eco-friendly designs.
DI: Do you work as a team, or do you develop your designs yourself?
SF : I work by myself, but I hope I will be able to find a suitable business partner soon.
DI: Do you have any works-in-progress being designed that you would like to talk about?
SF : I am constantly expanding my unisex collection and thinking of styles I can add to it. I want to have a substantial amount of genderless clothes that looks amazing on both men and women.
DI: How can people contact you?
SF : You can check my work at www.stillsveta.com and contact me via email: hello@stillsveta.com