Afi vol 1 issue 4 by afi magazine

VOL.1 ISSUE 4

afi MAG

solo Photo: Marc Lamey Model: Romy Bondy Hair & Makeup: Virginie Lacoste Retouch: Alina Sobko

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editor's Note VOL.1 ISSUE 4

After long dark days of dormant winter habitation, spring is finally here! Everything has suddenly become so bright and fresh. The skies open and flowers bloom. You can almost smell the sweetness in the air. There is truly something magical about the spring season. Spring is about a fresh beginning – a deep clean, and perhaps a fresh wardrobe! It’s time to bury your thick oversized sweaters coats and scarves, fling out your colourful outfits, and embrace the warming temperature. Featuring some of the industry’s top photographers and creative teams, this spring issue is filled with whimsical fairy-tales graced by splashes of spring colours and floral outfits and scenes. The creative imagination from our contributors around the globe will showcase a beautiful celebration of spring in different cities and places. Elsewhere in this issue, we also feature the wonderful works of London based costume and headpiece designer Isla Campbell, as well as top fashion stylist Irina Chernyak who is currently based in New York. The life stories of these amazing creative people will hopefully inspire you to strive for a fresh start for greater things in this spring. Finally, we want to encourge future contributors to share their behind the scenes and technical insights from their shoots on social media with us if available. We hope this will give our readers who are interested in photography a bit more technical guidance. At the end of the day, we want creatives to share their experiences and inspire others. This is what Afi is about. Spring is in the air, go enjoy the warmer weather and get creative! Conrad Lee (Editor-In-Chief) and Afi team

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Contents VOL.1 ISSUE 4

EDITORIALS “Spring Flings” by Conrad Lee P.11 “Love Me” by Elsa Dillon P.19 “En Fleurs” by Alexandre Bui P.37 “The Essence of Spring” by Chiara Chiriani P.41 “Tangerine Dreams” by Emma Barrow P.49 “We Are All Aliens” by Elvina Janušonyte P.55 “There’s Somthing About Lyric” by Lawrence P. Givens P.69 “Bird of Paradise” by Renata Dutrée P.75 “In Cuban heels, He sways” by Jade Whiteley P.81 “Sands of Inferno” by Alfonso Diaz P.87 “Spring Seduction” by Marko Arsic P.93 “At Leisure” by Rohan James Crothers P.99

INTERVIEWS Isla Campbell - Costume designer & milliner P.29 Irina Chernyak - Fashion Stylist, CEO of Style in Details boutique social media & creative agency P.63

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solo Photo: Marc Lamey Model: Romy Bondy Hair & Makeup: Virginie Lacoste Retouch: Alina Sobko

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DOWN BY THE RIVER

“We went down into the silent garden. Dawn is the time when nothing breathes, the hour of silence. Everything is transfixed, only the light moves.” - Leonora Carrington Creative Director & Photographer: Ingrid Alice, Model: Jade Hill from Ice Models, Styling: Karin Orzol, Dress: Gert-Johan Coetzee, Hair & Makeup: Sam Scarborough, Photographer’s Assistant: Chris Tite, Retoucher: Alex Sedova , Project Management: Purple Raindrop, Location: Haenertsburg, Magoebaskloof Shot with Nikon D810, Nikon 70-200 Lens

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Contributors VOL.1 ISSUE 4

COVER PHOTO Creative Director & Photographer: Ingrid Alice Model: Jes Forber Makeup Artist: Michael MacOliver Hair Stylist: By Jana Post-production: Galina Trush

EDITORIALS | SOLO IMAGES Alexandre Bui, Alfonso Diaz, Conrad Lee, Chiara Chiriani, Elsa Dillon, Emma Barrow, Mikara Reid, Rasa Vilcinskaite, Renata Dutree, Sonia Shahid, Aleksandra Miljanic, Rohan James Crothers | Ingrid Alice, Carlos Rodriguez, Alexey Martynov, Marc Lamey, Marion Midnight Photography, Angelina Golt INTERVIEW FEATURES Isla Campbell - Costumes designer and milliner Irina Chernyak - Fashion Stylist, CEO of Style in Details boutique social media & creative agency

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Creative Director & Photographer: Ingrid Alice Model: Jade Hill from Ice Models Styling: Karin Orzol Dress: Gert-Johan Coetzee Hair & Makeup: Sam Scarborough Photographerâ&#x20AC;&#x2122;s Assistant: Chris Tite Retoucher: Alex Sedova Project Management: Purple Raindrop Location: Haenertsburg, Magoebaskloof Shot with Nikon D810, Nikon 70-200 Lens

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Spring Flings

Photographer: CONRAD LEE @conradleephotography | Model: TAMARA REZVOVA @tamararezvova | Wardrobe Stylist: MAIRA OLIVEIRA @mairaolliveira | Hair and Makeup: DIÀNA HODOSÀN @hodosandia | Salon: HAIR BY FAIRY @hairbyfairy | Videography: CASTIEL WILKIN @wilkinvideography Location: Neal’s Yard, London Shot with Nikon D750, Nikkor 24-70mm F2.8 lens

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Dress: H&M, Jacket: VINTAGE, Socks: CALZEDONIA, Shoes: STEVE MADDEN

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Top: KENZO x H&M, Skirt: H&M, Shoes: ZARA, Socks: CALZEDONIA, Scarf: ZARA

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Suit: Kenzo by H&M Shoes: ASOS Bag: ZARA

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Bomber: ZARA Pants: ZARA Sunglasses: ZARA Scarf: KENZO x H&M

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Skirt: H&M, Top: ZARA, Shoes: STEVE MADDEN, Socks: ACCESSORIZE, Bag: ZARA

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Jeans: ZARA, Bomber: ZARA, Shirt: ZARA, Scarf: KENZO x H&M, Socks: ASOS, Shoes: STEVE MADDEN

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Above: Brooke wears Slip dress: MR VINTAGE, Jewellery: SHEANA CLOTHING | Ladder: FOSSIL VINTAGE

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Right: Brooke wears Boho long skirt: MR VINTAGE, Bralette: SHEANA CLOTHING | Tate wears Skinny Jeans: ZARA, Dinner shirt: MR VINTAGE, Tooth Necklace: KAREN MCCARTNEY

| Photographer: ELSA DILLON @elsadillonphotographer | Male Model: TATE MORRISON @tate.morrison rep by Debut Management @debutmanagement | Female Model: BROOKE MADSEN @brooke.madsen rep by Vivienâ&#x20AC;&#x2122;s Model Management @viviensmodelmgmt | Wardrobe Stylist: GEM GEM @gemgemstyling | Hair and Makeup: JEN CARLSON @jennifercarlsonhairandmakeup rep by Illuminate Management @illuminatemanagement

LOVE Me

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Brooke wears Lace Knit: MR VINTAGE, Scrunchie Knickers & Anklet & Rings: SHEANA CLOTHING

Brooke wears Festival Lace Bikini / Pants set, belt & anklet: SHEANA CLOTHING | Tate wears 501â&#x20AC;&#x2122;s & Leather belt: MR VINTAGE, Tooth Necklace: KAREN MCCARTNEY

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Brooke wears Bralette: NATIVE RIOT, High waisted: SNORKELBEAR SWIMWWEAR, Floral Cape: SHEANA CLOTHING | Tate wears Skinny jeans: ZARA, Necklace: KAREN MCCARTNEY

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Brooke wears Marshall denim vest: MR VINTAGE, High waisted: SNORKELBEAR SWIMWWEAR, Bracelet: SHEANA CLOTHING | Tate wears 501â&#x20AC;&#x2122;s & leather belt: MR VINTAGE

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Brooke wears Frill tie top: MR VINTAGE, High waisted: SNORKELBEAR SWIMWWEAR

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Brooke wears Festival lace pants, Gold bikini top, Gold cuff: SHEANA CLOTHING, Boots: DOC MARTEN | Tate wears Silk shirt & Chinos: MR AUSTRALIA, Tooth necklace: KAREN MCCARTNEY, Bracelet: SHEANA CLOTHING

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Brooke wears Skirt, Sheana Bralette, Lace cape, Necklace, Bracelets & Rings: MR VINTAGE, Boots: DOC MARTEN | Tate wears Silk shirt & Chinos: MR VINTAGE, Tooth necklace: KAREN MCCARTNEY, Bracelet: SHEANA CLOTHING

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Interview Feature

CROWNS OF IMAGINATION

he extravagant headpieces and costumes by British designer Isla Campbell, open the doorway to a world full of nature, fantasy and mythology.

Tell us a bit about yourself I was born and raised in Surrey until moving to Kent when I was 9. I came up to London at 18 to study singing at Trinity Music College and have stayed here ever since. Unfortunately I developed nodules on my vocal chords, which put an end to my singing career before finishing my degree, but by this point I had started to realise that I was too limited creatively with music; I love it and feel it to my core but can’t write, only copy and obey; my hands and my eyes are the true artistic tools for me! After that I studied photography and fine art, and became increasingly conscious of the fact that the clothing of the human body had always been of interest to me, but that fashion itself had put me off – I could never relate to the impermanence of trends rather than the timeless beauty of art. I started to explore the concept of disguises and costume, particularly headwear, as a means of the immediate transformation of a person’s appearance and how they feel and behave. What was it like training in millinery? I studied at Kensington & Chelsea College, and would thoroughly recommend their fantastic courses to anyone wanting to get into millinery! I had the great pleasure of studying alongside an astounding group of incredibly gifted classmates; many of whom, if not all, have gone on to have successful careers in millinery, with several now teaching on the increasing range of courses the college offers.

Image: Isla Campbell portrait by Graham Cann

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It was hard work but well worth it – as well as studying a range of techniques and vocational skills, we were encouraged to explore and research extensively, and gained real-world knowledge through meeting with a number of practicing milliners and having the opportunity to exhibit our designs to Fenwicks buyers and submit to a prestigious millinery award.

Interview Feature

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I could never relate to the impermanence of trends ... rather than the timeless beauty of art

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Photographer Dewa Ariadi, Model Saffron Long, floral headpiece by Isla Campbell

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Tell us about your winning design at the The Worshipful Company of Feltmakers of London Design Award 2011. That really was such a huge honour for me! I can highly recommend taking a good look at all of the past designs submitted; how designers have created such an astounding range of innovative and beautiful pieces out of such a simple and fundamental material. Photographer Joanna Krause Makeup Goshka Topolska

I took my inspiration from a Norwegian fairy tale; East of the Sun and West of the Moon. Its plot is akin to Beauty and the Beast, and I was attracted to it by the strong female protagonist and the kindness of the strangers who help her to save the prince she loves from his unhappy fate. Based on it, and also the beautiful illustrations of Kay Nielsen, I created an icy castle headpiece from heavily stiffened and hand-painted felt, intricately cut to imitate stairways, towers, and turrets. Do you have a style of hat / headpiece that you make mostly? It’s very important to me to keep each piece unique, but some styles are particularly popular, especially horned and antlered pieces. Since the Stone Age and probably before, evidence has been found of humanities’ perpetual fascination with donning the animal guise; a notion I explored in a thesis and through my work with the Artful Badger performance collective. I still see this fascination through my customers and what they choose to buy – how much they enjoy wearing pieces which relate to animals, nature and mythology.

Photographer Matt Wash Model Beth Jarvis

Where do you source your materials from? What are your favourite materials to work with? I spend a lot of time sourcing materials; I am lucky to have a huge variety of markets and shops available in London as well as the internet at my fingertips. I live in a particularly diverse area, full of beautiful Asian fabric and jewellery shops with sublimely colourful window displays which are really inspiring. I also love exploring new materials and techniques – I do some prop-making occasionally and often bring what I learn back into my millinery, combining traditional methodologies with new.

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I use animal parts in a lot of my work; skulls, bones, antlers and wings. For these I am careful that they are responsibly sourced, and I have a growing database of contacts who collect pieces from farming, natural death, and pest-control.

I use animal parts in a lot of my work; skulls, bones, antlers and wings. For these I am careful that they are responsibly sourced.

Photographer Valeria Higgins MUA Erin Fuller Corset Sparklewren Retouching Salleh Sparrow

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You hats are so creative and unique. How do you come up with the ideas? Where do you get your inspirations? I always have my eyes and mind open for new ideas and influences – inspiration is everywhere and I am constantly gathering images and concepts from the world around me to look at again later and assess what it is that caught my eye. Sometimes I plan and sketch until a design is developed, but more often than not I let the materials themselves guide me, starting with an object or two and a vague idea, and allowing the piece to form organically, almost of its own accord. While I make each piece I am often thinking about how I can develop and twist the design and use the materials in other ways, so ideas are constantly forming.

Photographer Josh Brandao Feather headpiece by Isla Campbell MUA Einat Dan Model Moniasse Skirt Diane Goldie Jewellery Pebble London

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Photographer Graham Cann, Model Alice Pins, MUA Petr Simon Friedrich, Hair Anoushka Romanenkova, Assistant Fiston Manuella

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Self-expression through costume has become an increasingly important part of the festival experience

(don’t ask me about Twitter - I don’t have a clue!). But generally I prefer face-toface contact with people; doing markets, festivals and events. What is your next big project?

What kind of occasion do people wear your designs? I get a lot of commissions from theatrical and circus performers, brides and grooms looking to wear something a bit different on their wedding day, and people wanting to look extra fabulous for events and parties. However, my biggest market is the festival world – I spent several years working in them as a costume designer and performer before starting to sell my work at them a couple of years ago. Self-expression through costume has become an increasingly important part of the festival experience; empowering people to more easily shed their everyday skins and become their wild and free inner selves; allowing them to feel like art, like a part of the creativity rather than just spectators. What has been your favourite piece to date? I’m a fickle creature - its quite often the last piece I made, unless it took too long and I have to go through an inevitable phase of loathing the sight of it before I can reconcile myself with it! I tend to pour myself into each piece, trying to give every one the same concentration and importance. However there are a few pieces, especially some of the pieces I made when I was studying, such as the castle piece, that I put so much thought and time into that I’m not willing to part with them for any price! Which piece took you longest to make? I often get asked about how long it takes to make each piece, but there isn’t really a simple answer. Time is difficult to quantify, as I often put a lot of preparatory work in before making anything – the thought- and decision-making process can sometimes take as long as the making, as can the sourcing and preparing of the materials, especially items such as wings which need drying out over a month. How do you get you work known to the public? Do you have any business tips and tactics? Haha, I’m not the best person to ask – I believe the best term to use would be technophobe! I’ve finally worked out Instagram, and it’s been great for networking and meeting other designers and photographers, as well as getting my brand known to the public

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At the moment I’m gearing myself toward festival season; so far I am booked to have a stall at Shambala, Wilderness and Port Eliot festivals, and so I am currently building up my stock and coming up with new designs. I’m also building the shop part of my website to start doing online sales, and am looking to do a pop-up shop in London soon, with some other designers, if we can find the right venue – watch this space! What advice would you give to aspiring milliners and costume designers new to the industry? Internships are invaluable – not only are you helping to grow small businesses, but the knowledge and experience you can gain from them can be hugely beneficial. I didn’t do many myself, but through my own interns I have learnt a lot and can see how valuable it is to gain inside and first-hand knowledge of how other people work; what their mistakes have been and how to avoid them, and what has worked for them. Opportunities are everywhere; grab each one with both hands and always do your best work. You never know what you will learn from it or where it may lead, and I have been pleasantly surprised so many times at what unexpected new directions have opened up for me through a simple job or contact. Find your own style; its hard to come up with completely original ideas these days, but you should keep pushing and pulling and playing with the materials and concepts until you’ve created something new, something truly you. It’s important to research and prepare, but you shouldn’t be scared to start, to make the first cut. The only bad decision is no decision, and when things don’t work out how you envisaged you can embrace what you’ve learnt from it and work on using that to evolve your designs. And finally, love your creativity – embrace it and be prepared to pour your heart and soul into it. There will be times that are arduous, things you may have to sacrifice, but you get the joy of loving what you do!

www.isla-campbell.com www.facebook.com/IslaCampbellMillinery www.instagram.com/islacampbellmillinery

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Photographer Ela Wlodarczyk Feather headpiece by Isla Campbell Dress Gosia Motas Model Francesca MacFarlane

Opportunities are everywhere; grab each one with both hands and always do your best work.

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Shot with Canon 5D Mark II and 85mm1.8 Lens

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Photography & Retouching: Marion Midnight Photography @okmidnightphotos | Model: Styfen Levieux @styfenlevieux | Hair & Makeup: Ludivine Franรงois @ludivinemaquille

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Photography: Angelina Golt @angelgolt | Model: Oleksandra @andra.dragon | Makeup: Maria Sova @maria_sovaa | Outfit: @gallery.48 @pivnik_studio | Assistant: Mariana Stankevich @marianaaa.st Shot with iPhone 6

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En Fleurs

Photographer: ALEXANDRE BUI @axb.42 | Models: TIFFANY MARIE @tiff_exclusive and BELLE SOPHIE @iambellesophie | Makeup artist: YVETTE MATTHEWS-MASON @ blushedbyyvette | Hair Stylist: JANEIYA RASPBERRY @jaydoesbeauty Location: Berkeley, CA Shot with Canon EOS 5D Mark IV

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The Essence of Spring Photographer: CHIARA CHIRIANI @chiara.chiriani Model: SILVANA DUARTE @duartesilvana Wardrobe Stylist: VANG VANDALS @vang_vandals Dress desigenr: ELSE JARA @ilsejara Hair and Makeup: EVA NOGUERA @evanogueraok Shot with Canon EOS 5D Mark III

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Tangerine

dreams

Photographer: EMMA BARROW @barrow_emma | Model: ELISHA GREEN @elisha_green_ rep by Gingersnap Model Agency | Makeup artist: JOANNE BATES @jobates71 | Hair Stylist: BRIDGETTE CAPLE @hair_makeup_devon_cornwall | Florist: FLOWERS BY AMANDA @ flowersbyamanda | Floral headpieces: BIRD NEST BOUTIQUE UK @BirdsNestBoutiqueUK

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Foundation: Rimmel match perfetion in light porcelain Anastasia Beverly Hills, contour cream kit, medium Revolution blush palett, Eye shadow:Jazooli And Morphe, Lips: Maybelline superstar 24 colour

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Foundation: Rimmel match perfetion in light porcelain Anastasia Beverly Hills, contour cream kit, medium Revolution blush palett, Eye shadow:Jazooli And Morphe, Lips: Maybelline superstar 24 colour

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Foundation: Rimmel match perfetion in light porcelain Anastasia Beverly Hills, contour cream kit, medium Revolution blush palett, Eye shadow:Jazooli And Morphe, Lips: Maybelline superstar 24 colour

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we are all aliens Photographer: ELVINA JANUŠONYTĖ @elvinajanusonyte | Model: KAROLINA PRASKEVICIUTE @karolina_kei | Clothing Desinger: INGA SKRIPKA @ingaskripka | Accessories designer: RASA VILCINSKAITE @RasaVilJewelry Location: Kaunas Botanical Garden, Lithuania Shot with NIKON D5100

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Photo: Carlos Rodriguez | Model: Marie para at LÂ´Models | Makeup: Aikens Studio | Hair Stylist: Maria Paula Vargas

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Creative Director & Photographer: Ingrid Alice | Model: Jes Forber | Makeup Artist: Michael MacOliver | Hair Stylist: By Jana | Post-production: Galina Trush

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Interview Feature Image: Published in Cosmopolitan Shopping. Photographer: Pavel Denisenko. Makeup: Sofi Chernyak. Hair: Ty Shearn. Model: Sofia Reynal / Wilhelmina

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STYLE IN DETAILS

Meet Irina Chernyak - CEO of Style in Details, Creative Director, Fashion Stylist and Producer, Social Media Strategist. Image: Irina Chernyak Photographer: Ekaterina Belinskaya Makeup: Sofi Chernyak

Tell us a bit about yourself I was born in Moscow, Russia, where I spent the biggest part of my life, except the fact that the last 15 years there my work in different magazines had me traveling all around the world! I am now settled in New York City, where I have lived the last four years. I graduated from Moscow State University with a degree in History of Art and it was there, when I attended some lectures, even before I started my University studies, when I realized that I would one day be working in fashion. My university thesis was about fashion during the romanticism period at the beginning of the 19th century. Can you take us through your career?

Jacket: XB OFCL Dress: BILL BLASS Earrings: SWAROVSKI Rings: IZA BY SILVIA D’AVILA, GBGH JEWELRY, KASANE Bracelets: 12AM

I started off by writing, my first article about fashion was in 1995 for one of the first independent newspapers in Russia covering this topic. Then, in 1998 I produced my first fashion photo shoot, while trying to get a position as fashion assistant at Cosmopolitan magazine. They must have liked my work as they hired me, and spent 7 years there until I was promoted to fashion director. Then, this led to the opportunity to launch an entirely new magazine Cosmopolitan Shopping, and spent the following 4 years as the Editor in Chief for that project. In 2008 I became the editor-in-chief of Collezioni magazine – an incredibly interesting project since, in addition to the women’s issues, we also produced separate ones for men, brides, kids, haute couture and jewelry. Where you do live and work now? Why New York? In 2013 I moved to New York City and founded my own agency Style in Details, which is engaged in fashion shooting for different publications and fashion clients; although the biggest part of our work lately is in Social Media Marketing! Why did I choose New York City? Actually I think sometimes cities choose you! It started when I first visited there, in one quick moment I clearly remember telling myself “one day I will live in this city!” After that, I had no doubts and worked towards making this goal happen.

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Images: Published in RISK Magazine. Photographer: Pavel Denisenko. Makeup: Sofi Chernyak. Hair: Ty Shearn. Model: Tara Rodgers.

What was your dream when you started your career? Do you think you have reached it now? It seems to me that I managed to achieve all the things that I could only dream about. If someone asks if I could have changed my last professional associations to something even more cool... I would answer that I had the opportunities to do so, but I made a conscious choice. I must say that I did like the freedom that I had in all the projects that I was involved with. I cannot say that I ever dreamed to become an editor-in-chief, I have just kept moving forward to take on new challenges and always gave it my best. At some point I was even against accepting a higher position, since I thought it would take away the ability to continue to explore creativity, but at some point it became clear that I could no longer refuse becoming the editor-in-chief, so I accepted the role. What exactly does your job entail?

What is the secret to becoming a successful stylist?

Many people think that the secret is in self-presentation and personal style. In fact, in my opinion - success, first of all, is in being very hungry for lots of knowledge: the history of fashion, photography, cinema, painting, street styles, understanding a lot of magazines and books. Now there is even more to learn about. New In my opinion from independent creators that you find on In- Success, first of trends stagram. Without this knowledge and understanding, all, is in being very you cannot come to develop a style that will be liked by hungry for lots of thousands of people, and that will make them want to follow you from one creation to the next. This requires knowledge its own set of knowledge and skills.

I’m a stylist and I take photographs. I’m a Social Media strategist and grow my clients’ social media accounts to a whole new level of followings and engagement with their online audiences. I do find that my past various experiences help me to bridge the gap between these two worlds and types of activities. What is the best part of your job? I love doing photo shoots - there undoubtedly is an amazing feeling when a hectic but great process comes to an end. You prepare, make the moodboard, have long conversation with the fashion houses and showrooms to negotiate their support, choose and collect the outfits, mix and match things together, execute the fashion shoot itself, often in very difficult weather and locations conditions. This is not an easy job. But the result always evokes a sense of euphoria and delight. Working in Social Media, you never get to this feeling, when something

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you have worked hard for comes to its natural end. You always feel that you need to achieve more and get to a next step, which becomes endless. But in the process you do connect with people from all over the world: they communicate, they support each other, they admire the beauty of the world. And when you feel these connections, even in conversations with total strangers that you will never meet in person - this on its own is also a great pleasure.

Can you take us through your thought process in creating an outfit “style”? Is it the colours, shape, texture? What runs through your head in this creative process? For me, clothes are like texts that other people will read like books. The text have to be understandable and there should be no errors in it. How to describe the error? Well, for example, if a person writes a phrase but every word is taken from another language, what results will not be clear, and most likely also not beautiful. When I teach fashion students or my styling assistants, I of course, explain these principles in more technical details! As people have reached out to me to learn about my techniques I decided to formalize this process and have organized fashion tours to New York along with lectures.

Images: Photographer: Ekaterina Belinskaya. Makeup: Sofi Chernyak. Hair: Mirna Jose. Model: Barbara Roskosa /MC2Models

I love to share my knowledge with people who fall in love with fashion and this has been a popular and fun way to make that happen. How do you prepare yourself for an upcoming photoshoot? Do you mean if I meditate or not? Usually does not help, so I do spend extra time to make very clear moodboards! The fact is that people interpret words very differently but everyone understand well if we speak by the language of images so this process helps break down communication barriers that words alone can create when trying to describe creative concepts. As a fashion stylist, what would you take in your styling kid to a photoshoot?

I also remember a trick I did when we shot the cover of a wedding issue. The model was very cold and she looked at the photographer with hatred in her eyes. I had to figure out how to change the situation. So I also took off all of my warm clothes, and was left in a silk dress to be in the same condition as the model. My example was followed by the photographer, his assistant. And soon everyone laughed at this unusual striptease. And after that we were able to get the look we wanted! How do you keep up with the changing trends in fashion?

I have over 17 years of formulated fashion trends in Russia for the large audience of my magazines. Every season I watched all the designer’s collections worldwide and informed the readers about the trends emerging, sometimes this would mean looking at 200 trends per Ordinary season! But now it’s not the part of my routine anymore. people are City streets have become my research lab - the streets in NYC is where I’m looking for trends, because to me they are the real much more interesting than runways. Ordinary people are inspiration the real inspiration for fashion nowadays, and this is also a for fashion factor of what we are seeing with social media and fashion nowadays influencers in it.

I always thought that it’s very important think, where everyone has very own choice of things, according to their personal experience and specific needs. I even wrote a blog about this on my website www.irinachernyak.com. Unfortunately it’s in Russian, because most of my students at the time were russian speaking, but you gave me a good idea so I will soon translate it in English. Anyway everyone should check it out, because even just pictures are very informative, then there is always the less-thanperfect Google translate if wanted What was your most memorable experience on a photoshoot?

During 18 years of photo shoots there have been a lot cases that I could put to the “memorable” category. The time we were in the mountains in Kazakhstan, on a glacier, at an altitude of 2500 meters with no connection with the mountain guides, under the snow, when a helicopter could not come after us because of the storm. We did not even know in which direction to return and how we could leave a lot suitcases full of expensive designers clothes there.

What treads are you loving right now? I live in New York and constantly discover new facets of it styles. That’s right, in the plural. Those who know this city definitely understand that it’s not about one style, it’s about numerous of those, because each area has its own style. In Brooklyn, on Bedford avenue, in Upper East Side, in Harlem and in Midtown they are very different. Tell us a bit about fashion forecasting? What do you predict for this coming summer 2017? I’ve always been very passionate about fashion forecasting, but I do

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denly digital photography came on the scene and changed everything. To continue with the change we now have Instagram and other social networks to be the channels where people go to find out about fashion and new trends. Magazines have left their Olympic pedestal. Many of them closed down. What an incredible thing it has been to witness everything unfold like this in front of my eyes. How important are Fashion Weeks for you? I used to visit Fashion shows in New York, Milan, Paris, Moscow, Berlin, Madrid. This is a very complicated, albeit fascinating, part of the work. I get to go to the shows not only for the sake of the show itself. I used to watch what happens before the show, how the audience is dressed, who sat where, who came to the show, what smells, what music, what light, what scenery, how the models moved. All this in itself develops into trends. But when there are now bloggers on the front row who do not look at the show, but endlessly doing selfies, it all makes little sense, doesn’t it? Many say social media is very important. Just how important is it in this industry and for you as a stylist?

Images: Published in Lucy’s Magazine. Photographer: Ekaterina Belinskaya. Makeup: Tatyana Harkoff. Hair: Sofi Chernyak Model: Olesya Senchenko / New York Models

not do it professionally. But some time ago I interviewed one of the greatest forecasters, Lee Edelkoort. She told me that the most important global trend is that people will be united in groups, tribes and clusters again. And I’m pleased to see that this is coming true. How does this apply to fashion? It’s simple. Creativity of new designers is now on the rise. I really like to make fashion stories with absolutely new names and admire the new creativity. But it is difficult for upcoming designers to resist powerful brands, which often immediately begin to copy them. Only integrating: in fashion incubators, collective stores, ets. young designers gain their voice and strength.

Do you have any tips for our readers on making the most out of social media for their career / brand etc?

How do trends actually start? Does social media have a role?

What do you do in your free time?

Trends begin at the level of fashion forecasting, since in this way brands receive information. But do not forget that there are analyzed not only fashion shows, but also what happens on the streets, in the youth environment, in Social Media. It is not so difficult for a professional to understand what needs to be done to get into the trend, or even to start a new one. Using effective Instagram mechanisms, you can turn simple things into a mega trend.

I started painting and learning Italian, trying to sew unusual things, making boho style jewelleries, experimenting as a florist, growing succulents, and decorating my villa in Italy.

How has the fashion industry evolved since you started? Haha, do you expect me to review the past 22 years? A lot of things have changed. It was a time when fashion produced less trends, and then again much more. Designers were deprived of the rights by their fashion houses, designers were just regular employees. During this time, many brands disappeared, and new ones emerged. Previously, fashion editors were dressed only in black when attending fashion shows, now their outfits are more vivid than ever. Then sud-

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Social Media is of critical importance for fashion brands today. I began to seriously engage in my own instagram presence as @irina_chernyak, and soon realized that it is not important how many followers you have, but what engagement rate you get from your true fans. Having come across the right formula, I now get engagement rates of more than 20% when the industry average is less than 3%. I have since launched a social media boutique agency on instagram @styleindetailsnyc which helps fashion brands and other individuals get the same type of results

I believe that they are your personal media, an excuse to be heard and the opportunity to listen carefully to others and engage with them. Therefore, professional advice is to try to really enjoy the tremendous opportunities that they give, never buy fake followers, and hire social media professionals only, who together with you want to make the world more beautiful and better place.

From you extensive experience and successes in this industry, what words of wisdom could you give to aspiring stylists new to the industry? Never stop learning, do not be afraid to doubt, because doubts allow you to do better than you were yesterday.

www.irinachernyak.com www.instagram.com/styleindetailsnyc www.instagram.com/irina_chernyak

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Using effective Instagram mechanisms, you can turn simple things into a mega trend.

Images: Published in Lucyâ&#x20AC;&#x2122;s Magazine. Photographer: Ekaterina Belinskaya. Makeup: Tatyana Harkoff. Hair: Sofi Chernyak Model: Olesya Senchenko / New York Models

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THERE’S SOMETHING ABOUT

LYRIC Photographer: LAWRENCE P. GIVENS @LawrencePGivens | Model: LYRIC @NextModels | Hair and Makeup: AWAKA CIERA @AwakaCiera | Designer: SHO KONISHI @sho_konishi Creative Director & Stylist: MIKARA REID @MoreMikara rep by HAUS of M’Pressions Location: Miami, FL Shot with Sony Alpha A7R Mark II

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Bird of

Paradise

Photographer & Wardrobe stylist: RENATA DUTRÃ&#x2030;E @renatadutreephotography | Model: RUBEN YIGAL @ruben_yigal | Hair & Makeup artist: EMMA SCHOUTJE SCHILLINGS @emmachillings | Designer: CARMICHAEL BYFIELD @houseofbyfield Location: Landschaftspark Duisburg, Germany Shot with Nikon D4, 24-70mm f/2.8 Nikkor lens, Tokina AT-X 11-16mm f/2.8 lens

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Suit: HOUSE OF BYFILED Shirt: H&M Shoes: Designerâ&#x20AC;&#x2122;s own

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Suit: HOUSE OF BYFILED Shirt: H&M Shoes: Designerâ&#x20AC;&#x2122;s own

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Suit: HOUSE OF BYFILED Shirt: H&M Shoes: ANNA KERN

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Suit: HOUSE OF BYFILED Shirt: H&M Shoes: ANNA KERN

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Suit: HOUSE OF BYFILED Shirt: H&M Shoes: ANNA KERN

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In Cuban heels

He sways

Photographer: JADE WHITELEY @jadewhiteley | Model: LUKE RAPATA @lukeyrapata rep by AMCK Models @amckmodels | Hair & Makeup: ELLIE YERMAKOVA @ ellieymakeup | Creative Direction & Styling: SONIA SHAHID @soniashahid_vt

Waistcoat & belt: ROKIT Trousers : Stylists own Boots : ROKIT

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Jacket: ROKIT Shirt & belt: Stylists own Trousers : BEYOND RETRO

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Shirt: HAWES & CURTIS

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Salmon Suit: ZARA Shirt: Stylists own

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Shirt: TOPMAN Turquoise Shirt: ROKIT Trousers: Stylists own Boots : ROKIT

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Suit Jacket & trousers: ZARA

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SANDS

Of Inferno Photographer: ALFONSO DIAZ @alfonsodiazphotography Model: ALEXANDRA TOCU @ alexandratmd Hair and Makeup: A&T Designer: EVELIN MARTINEZ @evelin_martinez_atelier Location: Spain

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Spring

Seduction

Photographer: MARKO ARSIC @marko21arsic | Model: ALEKSANDRA MILJANIC @alemiljanic | Makeup artist: BILJANA JANKOVIC @biljahn | Hair Stylist: MAJA STANISIC @loftparrucchieri | Hair Assistant: NADA SIMIC @_nadonaa_ | Wardrobe Stylist: KATARINA ERDELJAN | Designer: MARIJA GRAHOVAC @couragebymg Location: Belgrade , Serbia

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A day-in-the-life of a confident woman who loves to express herself through colour and materiality, whilst maintaining sophisticated simplicity. From relaxed yet stylish day-looks, to a bold bathing suit, and chic eveningwear. This editorial is a look at the contemporary city-living woman who has the day all to herself.

AT LEISURE Photographer: ROHAN JAMES CROTHERS @rohanjamesphotography | Model: SARAH MOORE @saarahmoore_ | Hair & Makeup artist: EMMA CHRISTINE @emmachristinemakeupx | Wardrobe Stylist: CHELSEA LOFSTEDT @chased_by_chelsea

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Swimwear: ASOS Sunglasses: SPORTS GIRL Jewellery: THOUSAND ISLAND DRESSING Shoes: Z-ARA

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Dress: GOSSIP GOWNS Jewellery: THOUSAND ISLAND DRESSING

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Dress: GOSSIP GOWNS Jewellery: THOUSAND ISLAND DRESSING

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Body Suit: ASOS Fur Coat: VINTAGE Jewellery: THOUSAND ISLAND DRESSING

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Top: ZARA Skirt: PORTMANS Jewellery: THOUSAND ISLAND DRESSING

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Jewellery: THOUSAND ISLAND DRESSING Top: ZARA Pants: H&M

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Jewellery: THOUSAND ISLAND DRESSING | Top: ZARA | Pants: H&M

solo Photo: Alexey Martynov @investico Model: Chuiko Nataly @chuiko__model Hair & Makeup: Liudmila Elkina @liudmila_elkina Hair Stylist: Tatiana Nikonorova @iltanto_hair Jewelry: Mariya Korneeva @qimperia Retouch: Jhorney Velezmoro @alsib_retouch Location: Moscow, Russia

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BUY IN PRINT www.bit.do/afimag

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