Levatny Svetlana Biography

The Russian style returns to the catwalks and life. But, oddly enough, few can explain what it is. And no, ”Loginova believes. And I agree with this. Our designers are impudent. And in recent years, more and more they have appeared in Russia, although fashion is not the easiest way to earn money. ” We talk about three Russian fashion brands. One of our heroes already has a showroom in the center of Moscow.

Someone so far sells things only via the Internet. But they all create in Russian. Embroidery, aprons, ancient motives and scientific approach Svetlana Levadnaya, brand Levadnaja Details “One woman saw our apron at the exhibition and immediately bought it. I discouraged her, ”says Svetlana Levadnaya. I was worried that my husband would not like such an expensive purchase ...

And he saw an apron and said: “Finally you bought yourself something normal! And not any girl can wear such clothes: try to offer someone to tie an apron over his jeans or put on a kokoshnik with an evening dress. Today, references to Russian folk costumes can already be seen on the catwalk and on social racks. Svetlana began her job in the year and says that then they "looked at her as crazy." Svetlana Levadnaya: The first skirt that we made was knee -deep, with a black velvet apron.

And many reacted to her like this: “God, what is it? Sometimes my hands dropped - it seemed that the designer Svetlana Levadnaya was never a “fashionista” not to change this. But I loved everything Russian since childhood. I remember that people on the street asked: “Where did you get this? Svetlana was born and raised in the Crimea, studied in Germany, and moved to Moscow in the year.

She was a linguist, the translator and for her own brand took up the same way: she studied the museum exhibits and gathered a whole library about embroidery and folk costumes. Svetlana wanted to make a fashion for her and prototyp -These are not Pavlovo-Posadic scarves that were created only at the end of the 18th century. In fact, these are not just patterns. Each symbol there means something.

All our clients want to find out what. But no one will ever translate this language, the maximum is separate signs. If someone tells you that he has read everything, do not believe the original Russian costume is now customary to call peasant. Because from the time of Peter I, only ordinary people could wear it. Cutting out the window to Europe, the king forbade to wear Russian clothes at court.

You can argue for a long time whether this decision was correct - we will never know what our life would be without that “Europeanization”. Svetlana calls that decree "an arrow in the very heart." She talked about the kind of man, about his desires ... compared to what was, we are like a weak sprout next to a powerful tree. But I can do at least it. " It is not easy to establish your brand.

It is even more difficult to start selling things that are not even close to the mass market-neither in versatility nor at a price. Svetlana collected money bit by bit. And having sold the first dress then, 12 years ago, it cost 3-4 thousand euros, put the entire amount in the boxes: “Decent packaging is the first thing to do. She shows that the designer respects her work. ” Then there was the first small show room.

The left -handed one tried to expand and move every year. Today she has a big show room in the center of Moscow. Svetlana herself does not sew. But from the age of five he is engaged in painting. For her brand, she created a special embroidery. Svetlana Levadnaya: Many, when they see her, immediately say: “Are you an artist? Now we have her samples somewhere. I created them with my own hands, and then taught the first masters.

This is our business card in the team Levadnaja Details 20 embroideries and four seamstresses. The showroom presents samples sewn for models. But your favorite things are sewn under each specific customer. This is a daily thing - a large bag and comfortable shoes are suitable here. I don’t have enough nerves for heels. ” Another dress-dusty pink, to the floor, from a dense silk-more like the evening.

All models have very simple styles: otherwise, embroidery and the ornament will look too catchy. And the colors are mainly muffled, although there are also several bright models. Svetlana admits: her brand gravitates more to art than to commerce. Some of her clients say that they would like to convey these things by inheritance. One - these are women are very wealthy, very independent.

And the second - women with an average income who are accumulating for several months, and then order, ”she says. Even if they do not buy, they say: "Thank you for being, we thought that no one is doing this." Svetlana is sure that most people have a distorted idea of ​​the Russian style. And it is important for her to show people: Russian clothes are beautiful. And Russian fashion is a high fashion, ”she says.

As if I are passing the exam every time. ”Once I bought a lining fabric, green, with brilliance-it seemed to me that the fabric is very beautiful, like a silk, ”says Nina Samokhina. It turned out to be a complete crap, I never wore it. Mom says: “This is a lining, they don’t sew it out of this, why didn’t you ask me?

And once she sewed and knitted clothes for her daughters. Once she remade the unsuccessful jacket given to someone:“ There the color was not very and large coquette. And my mother cut off the coquet, tied the new one, sewed it, made the lining of the rabbit ... In it, my sister then went. The jacket has become a superchite, I still remember it. ” Then, in the Soviet years and at the beginning of x, everyone was alternating something, and Grandma Nina even made flowers from silk at home-they wore them like brooches.

That unsuccessful skirt did not stop - she sewed all her childhood. But she went to the architect, and there was no up to the models. In the year, she moved from Minsk to Moscow, was going to enter the British Higher School of Design for illustration. And in parallel, she was preparing for the wedding and decided to sew the dress for herself. Then she even wanted to open a wedding agency, but instead founded the Secret Garden brand.

Nina Samokhina: I just wanted to - all these embroideries, flowers, leaves, tulle! Although I have not done this for many years. Sewed - and that's it. And in the last stream, I submitted documents for the design of clothing, also in the British, while Nina had only one large collection - a diploma. Our mass markets are mostly Spanish, they do not quite understand what minus is 20-25 degrees.

” Therefore, in the Nina’s collection there is a velvet bomber on the insulation and is designed for frost up to-22 degrees, a hat-chart “I call it“ pale ””, the beige cloak “Dana Scully in the“ Secret Materials ”was constantly driving in a cloak-it seemed to me that she was so beautiful! One of them is sewn from the Moherov Soviet scarves: “I was looking for them all over Moscow, and then I picked them up by color.

Moher’s pile is long, when you grind, then you need to go through a needle and pull it out of the seams - then the seams will be invisible. ” Nina says that in her models there are motives of the Soviet past, although she really did not find this past - she was all in her childhood, but in her childhood were grandmother's chests, Soviet patterns and old albums. And also in her head “Black” from the film “Amelie” and the cartoon “Prostokvashino”.

All colors are deep green, for example - just the same as it should. And the mother there is very French - these scarves, a brown ... But at the same time interiors, walls - everything is drawn, as we had. The whole atmosphere is a native Soviet, and mom is such a ferthochka. ” Nina reflects all this “Soviet flair” in clothes. Even a velvet bomb, which looks very modern, refers to children's memories: “He is large, round, looks like a ball.