Kristina Fidelskaya on her inspiration
It’s all about empowering women for Dubaibased designer Kristina Fidelskaya who believes the UAE is the perfect place to champion her brand and message. With so many women of different ilks in one place, it gives Fidelskaya a ground to build a brand for an international market. She showcased her latest collection ‘DREAM’ at Paris Fashion Week, a collection that speaks to knowing who you are and unapologetically embodying your spirit.
Tell us about Kristina Fidelskaya as a brand. How would you describe it?
The brand is a reflection of my vision of modern femininity. I want to create something that has a sense of ease and choice – that women can wear with confidence and happiness. Kristina Fidelskaya highlights the feminine essence that lies inside us. The woman is at the centre of my brand as I believe women have strong and beautiful energy. I am creating a timeless wardrobe that empowers women and makes them shine.
How does Kristina Fidelskaya, the person, fit into the brand? What part of you is in the creations?
In my creative process, I always try to create something which is real and wearable. I am a woman and create for women. I understand how it feels when we want to look or feel beautiful. When creating my collections, I look at myself, my life, my experience – I am very involved in the creative process, with every piece. I feel I have a very clear vision of the woman and femininity in how it should look and be. I think it’s a combination of something you take interest in and the energy given to you from having creative freedom.
What is the inspiration behind your latest and how does it differ from previous collections?
There is always the constant need to create something new. But actually, fashion has no rules. By experimenting with contrast, the elements of the collection are tailored to suit the different moods and feelings of today’s woman. The latest collection aims to evoke the feelings of happiness, hope and belief.
The UAE fashion scene is booming right now. What is your opinion on fashion in this part of the world?
I love the diversity of the international market in the UAE. By having lots of women from different cultures, backgrounds and lifestyles, I get to create my collections for a globally-minded woman. The UAE is very unique and ambitious, I feel fashion in this part of the world has picked up very fast and will continue to evolve over time.
How are you making sure your brand stands out from others, and do you take inspiration from other designers?
Good question! I believe Kristina Fidelskaya stands out with its vision, product, creative process and craftmanship. I am a perfectionist and that extends to my label. I do not settle for anything less than the highest standard. I believe in craftmanship, the quality of design and work displayed in something made by hand. Quality craftsmanship takes time and a lot of study. Each piece is created in our atelier where we work on constructing the garments piece by piece. As much as I love fashion and wearing other designers’ pieces, I don’t take inspiration from other designers, as I try to create each and every piece from my vision and the brand values.
Having opened your first store last year in Dubai, what has changed for you in the last 12 months? By having a boutique in The Dubai
Mall and Mall of Emirates, I have seen an increase in visibility and awareness. People recognise the label and it is by having a boutique which allows people to get to know the brand better. It is easier for the people to step into our boutiques, experience our universe, see the product, wear the garments and talk to our team about the creative process, inspiration and brand values.
What made you first want to launch the brand?
Kristina Fidelskaya was founded in Dubai, as this has been my home city for many years now. After studying at the Esmod Fashion Institute, I founded my label in 2014 and we have been growing and expanding ever since. We are proud to be a Dubaibased brand, our HQ and atelier are located in Dubai Design District.
What were the setbacks or difficulties you faced when launching Kristina Fidelskaya?
Nothing is impossible if you believe in what you do and work hard for it. Passion goes a long way when you truly want something. Finding the right people, and establishing a team was challenging at first. The fashion industry is highly competitive so being able to define and execute the right strategy was challenging in the beginning as you are still figuring out who you are and what the priorities are. It’s very important to adapt quickly and nimbly in a dynamic market like the UAE. Seeing people wear Kristina Fidelskaya gives me great joy. It’s my motivation to keep going and push through any limitations that come my way.
Kristina Fidelskaya’s latest collection is literally the dream. The UAE-based designer talks self-reflection, ambition and why she doesn’t take success for granted
Are there any plans in the works to expand globally after your debut at Paris Fashion Week last year?
I think Paris Fashion Week is a great platform for the label to show our hard work to the world. We will continue to leave our mark wherever we go but Paris is a great starting point. We are currently conducting market research on where to open our next boutiques which is very exciting for us. Besides hard work, I believe everything else is left to fate.
Speaking of taking things globally, where are your favourite places to travel?
After Dubai, France feels like a second home to me. I am inspired by the culture, language, style, heritage and beautiful nature. I love the south of France in the summer, skiing in the Alps during the winter and Paris is my favourite city (fashion capital) in the world.