Interview with Elena Starostina

Elena Starostina ("ES") interviewed on Wednesday, 18 November.

Could you please tell us about your experience as a designer, artist, architect or creator?

ES : My working experience as a designer of knitwear is over ten years, during which I was developing various models and techniques of work with high quality yarn from the best manufacturers; however I never had the chance to launch any mass-production of my first collection.

How did you become a designer?

ES : I started making my first designs when I was five years old, knitting with together with my grandmother for my baby-dolls. Since then I never stopped knitting.

What are your priorities, technique and style when designing?

ES : My main priorities are eco-friendliness of all the materials used in production of my collections; minimalism and street wear style. As for the technologies applied in the process of creation, I use the ad-hoc Japanese knitting machine with limitless possibilities of style and design elements. In my creative process I work with physical models.

Which emotions do you feel when designing?

ES : I feel that I create masterpieces, where every single model may be considered a separate project. The whole creation process brings me the feeling of euphoria. And long after the project is finished I still keep that feeling of deep aesthetic pleasure which was overwhelming me at those happy moments of my work.

What particular aspects of your background shaped you as a designer?

ES : I think, the epoch we are living in pretty much dictates us its rules, therefore in the era of computer technologies one of the best tools, including for work with knitting design, are strong computer skills. Those were general good computer skills that helped me study the design and the ways of its implementation in the production program.

What is your growth path? What are your future plans? What is your dream design project?

ES : My ambition is to pass from the stage of modelling and developing of separate models and samples to mass-production in the nearest future. Therefore I am searching for investors who would consider my ideas attractive.

What are your advices to designers who are at the beginning of their career?

ES : Creativity brings freedom, and freedom is the key to success. I would advise the beginning designers to go ahead and start creating without any fear of making mistakes!

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

ES : Design trends should never be more important than the design core principles themselves. Don't compare yourselves with other designers: you are not better and not worse than the others, you are just different.

What is your day to day look like?

ES : My day starts and ends with thoughts about the collection. In between I am busy receiving business calls. For the moment I can say I am lucky, because my day can be divided into two parts, where the second part all belongs to knitting and trying the knit product on. Sometimes the day is not enough, and I work at night.

How do you keep up with latest design trends? To what extent do design trends matter?

ES : I trace the fashion trends and shape my designs in accordance with them, trying to adapt to the current designs. I like my own style, but I also like to experiment from time to time with new models, checking out for their interest and working with them as if they were target public.

How do you know if a product or project is well designed? How do you define good design?

ES : In my opinion, a good design is the one that reflects the current fashion trends. It also needs to have some certain style marks. And, certainly, the notion of a good design is a personal opinion: its criteria are never the same for all of us, so in this respect, I think, a good design is the one that is chosen by the customer. You can evaluate my designs yourselves. Please follow this link to see the models and leave your feedbacks or follow me: https://www.instagram.com/ladyalready/

How do you decide if your design is ready?

ES : Having finished my new design, when the product is already there, for some subsequent days I keep evaluating the product. A few days later I approve or not this product as a finished project.

What is your biggest design work?

ES : I consider my biggest and the most successful design work my kid collection winter'2018. You are welcome to see it as well on my page in Instagram (https://www.instagram.com/ladyalready/) or, if you are an investor, and you would like to see my look-book, you are welcome to send your requests to my e-mail address: lady@ladyalready.com

Who is your favourite designer?

ES : Those are the legends of fashion industry whose models and images I frequently turn to in search for details. They are Karl Lagerfeld, Coco Chanel, Ralph Lauren and Loro Piana.

Would you tell us a bit about your lifestyle and culture?

ES : I currently live in Moscow, Russia, however I am oriented for the European values. I love freedom which exists in the European common space. The city which gives me inspiration is London: it has always been the city of my dream since I was a little girl. For me, London has a special romantic spirit.

Would you tell us more about your work culture and business philosophy?

ES : My business and work culture philosophy is that there is no place for procrastination.

What are your philanthropic contributions to society as a designer, artist and architect?

ES : At present I find myself in the very beginning of my way. However, for the future I will provide opportunities for young designers of knitting fashion.

What positive experiences you had when you attend the A’ Design Award?

ES : To be a nominee or a winner of this competition means a significant rise of my status as a designer. It brings me understanding, that I am on the right track, and I will do my best to increase the recognition of LadyAlready brand. My participation in this competition will positively influence the opinion of my current and future prospects and it will multiply work opportunities for my team.

Elena Starostina Profile