She is subversive. She has innovative ideas. Her unique creations and demonstrations “shakes” every time, not just the fashion industry within her country but also worldwide. Russian designer Jana Nedzvetskaya, who becames known internationally cause of her underwater demonstrations, speaks exclusively at topmodels.gr for her thoughts, her objectives and, of course, for her next steps.
The Russian designer – head of brand LO Wear & Accessories, is a “revolutionary” designer! She has occupied some of the most prominent international media, from dailymotion, the modelboard magazine up to the French channel «Fashion TV». Recently she “rocked” the fashion, this time not with an underwater show, such as “Harmagedon Psalm 36:29” that became viral on the Internet, but with the subversive catwalk entitled «FW 2016-17« What does the dead rabbit think of fashion?».
Jana Nedzvetskaya «breaks» clichés and speaks to topmodels.gr without fear but with a passion for fashion, world, Russia and Greece at topmodels.gr.
«topmodels.gr»: Your creations became known to the general public and through your innovative inspiration underwater show. What was your source of inspiration to combine the beauty and movement of the presentation of your creations with the water element?
«Jana Nedzvetskaya»: The source of my inspiration has always been my personal way of thinking. I do not consider people to be professionals if their activity is based solely on inspiration. Some people wait for inspiration and that can take ages), i simply work systematically trying to produce unique and interesting product for the fashion world. For many years I used to take part in all those Moscow based Fashion weeks, like for example – Russian Fashion Week with all those national and some international designers together. But very soon that kind of format has become boring and dull for me.
All those Fashion Show events all over the world look more or less identic – no place for unique thinking. So once I came across some underwater photoshoot, i think it was a Japanese photography, and i thought why not making an underwater fashion show then? At that point no one believed in that idea to be possible to produce. Obviously one can make a photo or a video shoot under water but making a real fashion show on-line was kind of a very tricky question. 2 years i was preparing for that show. Girls were learning how not to swell their cheeks, how to pose under water and other tricky things… Only talented models could finally do that, since i was casting sportswomen – they failed.
«Internet is a major revolution in human history, in my opinion. This is what finally united the whole world»
«tms»: What role is estimated that now plays the Internet and the social media in the dissemination and consolidation, for example, of a designer? Many of your own videos with your pioneering shows has become viral. Helped the Internet in disseminating the Jana Nedzvetskaya work in all corners of the world back?
«J.N.»: Internet is a major revolution in human history, in my opinion. This is what finally united the whole world. If before you needed mass media to recognize your talents – some glossy magazines, fashion editors with their own taste, TV, etc., now you can let the whole world judge you leaving out this “fifth wheel” and that will be your real acknowledgment not simply opinion of some editor of some magazine… Now you can get this objective feedback form the people you work for. Now you are not limited that much and have a lot of space for creativity.
«tms»: Do you think that, like the Internet and television, so fashion and above all, the people of the industry of fashion, but also the creation and fashion imagination, contribute to what we could describe as “social globalization” and elimination of exclusion and introversion?
«J.N.»: I’m sure that among all others artistic people such as painters, composers, singers, writers, designers will be there first to break the Berlin Wall between countries all over the world that government people are trying to build. Traditional Mass Media is also one of instruments that governments use to build walls between people and countries. I very much hope that will be able to live up to the date when all those borders will disappear and and people will start simply think about the world as one big happy family, where we have to think about each member. In this sense i really think that internet is a best help. It’s a real pity that in some countries social networks are still forbidden and blocked. I would so much want it to be less politics and more common sense in our life.
«tms»: What information are considered to be those which characterize your creations in your long career? Tell us one time u remember from the begging of your career.
«J.N.»: I can say that “Fashion TV – Russia” didn’t even come and visit my fashion show in Moscow – underwater catwalk “Harmagedon. Psalm 36:29”, moreover none of the Russian TV channels showed up, since unfortunately here it is always a question of money – unique ideas don’t bother them that much (. May be that is why “Fashion TV – Russia” is quite boring here. On the other hand “Fashion TV – France” found my video on youtube and posted it twice! My movie got the biggest quantity of viewers on their Facebook page which was over 1,5 mln.
«This year I am planning to make a new underwater show but this time it is going to be in the sea. Models will be jumping into the sea from a high cliff»
«tms»: What are the messages you send through your new creations and what is your opinion about the role of the fabric?
«J.N.»: The main idea that was transferred through my Underwater Fashion Show was that the world is dying! That wars turn everything into ruins and death. Since I was limited with resources, i couldn’t bring to life all of my ideas unfortunately. For example, it would have been much better to even build some parts of the ruined cities under water rather than simply make a banner with a picture of it… I wanted to show the world that humanity is on the edge of total destruction.And with my latest fashion show FW 2016-17 “What does the dead rabbit think of fashion?” I wanted to deliver the idea of senseless money spending on expensive clothing.
It is time to take fashion with humor since there are much more important and interesting things going on in the world rather than simply dressing. In order to choose the specific fabrics that can behave itself beautifully under water I had three goes over making my collection. We also had countless number of rehearsals in swimming pool.
This year I am planning to make a new underwater show but this time it is going to be in the sea. Models will be jumping into the sea from a high cliff. Also i’m gonna be using new absolutely fabrics. I also dont want any artificial lighting this time but only real sun, beautiful water and bright sky. This fashion show is going to be named “new life birth”. Even if at some point our earth will get destroyed by wars and people’s stupidity i think that it will be reborn sometime.
«At the moment we are only Russian-oriented but we have a lot of orders from overseas – from France, Germany, Norway, we even posted once to Australia»
«tms»: How do you think can be the relationship between the Russian and Greek fashion market and when we will have the pleasure to see u in Greece? How can the greek costumers buy your creations and find Lo firm?
«J.N.»: At the moment we are only Russian-oriented but we have a lot of orders from overseas – from France, Germany, Norway, we even posted once to Australia. We didn’t have any orders from Greece yet though), but i’m sure we will be having very soon since at the moment we are in the midst of making an english version of our on-line shop – www.shop.misslo.com. Foreign brands as well as designers have been selling their clothing here in Russia for a long time.
So obviously any Greek designer could do it. First they do it with the help of local distributing companies and then some of them start opening their own stores themselves. There are some Russian companies who represent several designers or brands in their show-rooms. I vote for the world without any borders nor prohibitions! Just let people decide for themselves how they want to dress, what they want to eat, to drive etc… Instead of all that bureaucracy.