Updated: Jul 28
Fashion Designer: Tatevik Mikaelyan @_sitalas_ Photographer: SERREAL @serreal2018 Model: Katerina Korneva @korneva_e.a Makeup Artist: Elizaveta Baranova-Vinikhina @lizz3zz Assistant: Artem Volkov @a.r.t.e.m_volkov
When did your passion for fashion start and what were the main milestones that turned you into the artist you currently are?
I think my passion comes from my childhood. It was a tough time in my country, particularly for my family. It was not easy for my parents to raise 4 children, so my mom often sewed clothes for me and my sisters, and even altered her own dresses when there was no fabric. And I always felt special wearing this kind of exclusivity. Once my mom made a yellow-pink skirt from a crepe paper for a party. I felt like a princess, and I was so afraid to tear it that I haven’t sat down once during the party. Later, when I was a teenager, I started to sew too. And this has always been in my life. I often felt I needed something different from what was sold in stores or didn’t like how it fit me. I designed and sewed clothes for myself, for my family, sometimes made custom ones. And I’ve always dreamed of my own brand. I can’t highlight any milestones that turned me into who I am now, it’s the life I’ve lived. I am still at the very beginning of this journey as not a hobby. I’ve just stopped waiting for the perfect time to make my dream come true and made the first move.
What do you love the most about your profession?
I would say it’s how a woman feels wearing my clothes. Sophia Loren said: ‘Nothing makes a woman more beautiful than the belief that she is beautiful’. So, I would like my clothes can grant women this belief, senses of uniqueness, irresistibility, allure, flirting, power, self-confidence, celebration. It’s all about vibes women often miss in daily life.
How would you describe your work to someone who has never seen it? Is there any message you would like your photos to convey?
I would say it’s a combination of geometry, energy, intensity, wind and flying. I couldn’t express my message better than in the words of Coco Chanel: ‘If you were born without wings, do nothing to prevent them from growing’.
How hard is it establishing yourself in the industry and what are some of the largest things you are facing?
I’m having the same difficulties as the other startups. I’m completely new to this field, so no brand awareness yet. I still have a long way to go: to set up the production, the marketing, the distribution, the customer relationships and many other operational processes. And on top of that we are in the pandemic now and people’s attitude and preferences have changed quite a lot: T-shirts, hoodies and pants became the most popular items. But I hope we will get back to normal life soon, back to parties and celebrations, back to the desire to dress up and shine.
If you could go back and tell yourself one thing before beginning your career what would it be?
It can be tough sometimes, you may fail, be disappointed and desperate, but do not give up. Just take everything as a priceless experience and don’t blame yourself as you’re doing your best. You just need time, so be patient and follow your intuition.
What is your main source of inspiration?
Architecture, geometric shapes, music, light and shadows, nature, almost everything around me and of course Women.
Are there particular issues within the fashion industry that concern you?
It may seem old-fashioned but it’s the trend of excessive nudity. A woman seems to me much sexier if there is a mystery, flirting like a gentle art.
In terms of a consumer, I am not happy with the lack of individuality, following trends as the one and only option to be fancy, e.g., oversize now. Almost everybody wears it even though it doesn’t fit well some people, doesn’t match their style. I prefer individual style to trends. And unfortunately, sometimes it’s even not possible to buy something different from what is in trend now.
What kind of impact do you hope to make in the fashion world?
I would be happy to find my significant niche in the fashion world, to have my loyal consumers who will find or create their individuality within my collections, who will feel and accept the message and the vibes I’m sharing with my work, who will be able to create their mood and be happier wearing my brand clothes.
Also, I would like to be a pioneer of any fashion innovations.
In your daily routine, what resources do you like to learn new things about art, fashion?
Different online resources to watch fashion shows and documentaries, read interviews and storytelling, learn innovations and forecasts: Instagram, Youtube, Vogue Runway App, etc.
What projects are you working on next, and what are your goals for the future?
My nearest goal is to transform my creativity into a business model. So, a lot of strategic and operational things are ahead. And, of course, I will continue to search for new shapes and vibes.
Where can we see more of your works and get connected with you?
Please welcome to my Instagram (@_sitalas_) and Facebook (facebook.com/SitalasFashionBrand) accounts.