translate / ENGLISH Olga planned for the show to be opened by a model personifying Felix Yousoupoff, known for his elegant and highbred appearance, and closed by Olga Sorokina herself, representing beautiful and noble Irina. Suddenly everyone wanted to dress like them! This has symbolic importance for the brand with elegant and subtle aesthetics. The modern IRFĒ is represented by leather overalls, bustier tops, neat and seductive mini dresses, immaculately tailored trousers, oversize jackets in understated navy, black and ecru colors. IRFĒ offers clothes for life – pretty, stylish, and comfortable. – Olga, the recent IRFĒ fashion show in Paris demonstrated that you consciously distance yourself and your brand from the ostentations and aristocratic ‘Russianness’ that was characteristic of the brand when it was founded. However, you managed to preserve the brand’s DNA. How would you describe the aesthetics of the brand in its modern reincarnation? – I would say that we distance ourselves from the deliberate ‘folk’ Russianness, while highlighting the ‘aristocratic’ side of it. I found the following description of IRFĒ in the brand’s archives by the French Vogue, ‘IRFĒ has predicted the fashion of the 30s. IRFĒ has always been designing clothes for its time. IRFĒ shows the world that the Russians can set fashion’. This is exactly what I am doing now,
because modern Russia is not about floral dresses, matryoshka dolls, or Khokhloma painting. We are young, modern, and elegant. – Is there something we will never see in IRFĒ collections? – IRFĒ will never have designs from the past. I live here and now and for me fashion is a reflection of our life, or, rather, of the pace of life, whatever it is – whether your morning starts with a glass of champagne or whether you rush out of the house having no time for a cup of coffee.... women can opt for an amusing, seductive, or avant-garde image. But most importantly their style must be upto-date! – Is there a large team behind the brand at the moment? – There are about 20 people working in our French office and many freelancers in the office, studio, and showroom. – In order to capture attention of the Russian audience, most brands first need to achieve success in the West. Is this true for IRFĒ at all? – The most difficult thing for me was a lack of people who believed in the success of the brand, in a miracle. People are so predictable. I think that I have only just started and four years is nothing for a brand like IRFĒ. However, I am happy that the first show coincided with the 400th anniversary of the Romanov dynasty.
– What are IRFĒ’s plans for the nearest future? – I don’t know about plans… I’d rather call them dreams… I really want to open a store where there used to be one – in Rue Duphot. It proved easier to return the brand to its birthplace – to Paris – than to open a store where it used to be... – Would you like to start IRFĒ Haute Couture? – I am not interested in couture at all because for me it is no longer relevant. Fashion is much deeper, while the time of couture is gone. Some brands use it for publicity, but as for me, every season I design 10 couture dresses for Red Carpet. – Do you offer exclusive tailormade designer clothes at IRFĒ? – We don’t make clothes to order. I believe that everything a modern woman needs in a new season is present in IRFĒ’s collections – there are over 130 unique and thought-through items every season. I work with the best designers, but bespoke tailoring is a slightly different area. – What are your plans for the New Year’s Eve, if it’s not too indiscreet a question? – The New Year is the only occasion where our whole family comes together. I plan to go snowboarding. |
Text, interview: Irina Romanova
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