Tag Archives: fashion

Minimal. Chic?

I have been already working as a buyer in a middle-up and luxury segment for a few seasons. From spring till fall I explore trends and brands, pantone and bestsellers between regular buying at Fashion Weeks.

A few years earlier the main trends of the next seasons were set by trendsetters according to new stages of the development of engineering, science technologies, agriculture,interior design, digital and IT technologies,as well as political situation on the global stage. Designers modified trends according to the conception of their fashion houses and here we are: pret-a-porter collections are at the peak of the fashion glory and are desirable by beauty and style connoisseurs! A few years ago it was very strange to see models on a runaway pointing on herself a cell phone camera in a stretched hand. But with an appearance and enormous popularity of the term “selfie” impossible without smartphones, young fashion designers don’t consider such shows on a runaway to be mauvais ton.

For the past few years the third power appeared growing day by day. IT-girls and fashion bloggers’ culture turned fashion perception upside down contrary to almighty Chanel who thought that fashion shouldn’t come from streets. Of course, before IT-girls’ epoch there were the punks, the goths, the hippies who brought the significant contribution to world fashion development. However, the term “Street style” didn’t associate with a show of modern trends that took place simultaneously with fashion shows on the main runways of the world. It didn’t make the headlines of the main glossy magazines of the country and its main heroines didn’t appear on the covers of Vogue, Harper’s Bazaar, and Elle.

ITgirl  Chiara Ferragni

My profession requires thorough studying of this cultural phenomenon. The sales success and commercial development of any retailer depend on it. Instagram has become  one of main supervision tool. Thanks to Instagram a huge fashion epoch if its leaders has began. Today they are the third source of trends. I can easily name the main trends: sweaters of a black, white, grey and camel color, ripped jeans, oversized coats, white Nike or Adidas sneakers, nude heels, minimalistic jewelry, coffee, marble, and exceptionally white sheets and walls.

Analyzing the demand and purchases of our clients, I make myself sure again that fashion bloggers have captured the fashion space contrary to the efforts of PR departments of fashion houses. A fashionista would rather buy a pair of white sneakers and a cashmere sweater of a camel and grey color than a new pair of Lanvin’s color pumps. Consumers become more pragmatic paying a tribute to comfort but not to beauty. The individuality is being lost; the bounders between certain individuals are being erased; the cult of imitating becomes more expansive than uniqueness. All of it makes the work of insiders of the fashion business much easier leading it to the primitivism. Predictability of a consumer makes it monotonous. The generation of fashion twins narrows the fashion bounders down to 4 colors.

I encourage you to be inspired by looks created by the great and acclaimed masters like Raf Simons, Alber Elbaz, and Alessandro Michele. They might be shy and prefer a backstage. However, a quantity of followers says nothing about the quality of the content. Expand the bounders of your fashion perception to more than 4 colors and 2 pairs of jeans.



Cup of tea with IT

ITgirl Alina Gelzina (@ALINA_GELZINA) is one of the most promising young fashionistas and stylish discoveries of the last years. She is glamorous; she is like a modern prototype of princess from Disney fairytale. She has a strong sense of style and clever small head. Alina is already a famous street styler and a global fashion person.

950f26ee8b949911a560e4c0212d50a1“Do you want a cup of tea?” says Alina, inviting me to take a sit at the olive sofa in her sunny room. I put my vintage Valentino bag and camera next to me and take a pencil and a notebook.

Snow-white cat Modena sniffs my feet touching them with the tip of a wet nose. Alina takes a sit opposite an oval mirror and begins to make up. I feel myself free and comfortable; the IT-girl seems to be very hospitable.

  • Why streetstyling?

I do it for my future career, I feel prospects. Someone might think that I just walk around and take pictures. But I don’t. I can’t tell you my plans because they are only plans. The more I do it, the more chances to meet people important for my future career I get. Streetstyling is a good way to PR yourself and it is also a possibility to earn money. It’s the same job as any other, but from the point of view of the most of people it looks like it is much easier. It’s wrong. I feel tired after the first day of a Fashion Week. But it is always a very pleasurable tiredness.

  • collageWhat is about your plans for this season?

I am going to go to Paris, Milan, London and New York Fashion Week to visit as much shows, presentations, dinners, and parties as I can. Everything in this business builds on communication and acquaintances. It’s important not to hesitate and no to be shy. I am developing these features.

  • Who inspires you?

I would like to distinguish Veronika Heilbrunner. However, many of the street stylers are noteworthy.

  • Who is your favorite designer?

It’s wrong to say “favorite”. It’s much better to say that one designer siuts me and another one doesn’t. I prefer Chloe, Gucci in last two years with Alessandro Michele, Louis Vuitton, and Dior with a new vision of femininity. I like the 70s style that appears in a new light from season to season with every new fashion show.

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  • So, do you always try to keep 70s in your style?

70s and boho chic, wide-brimmed hat are closer to my self-awareness. At the same time I can’t give up on other things.

  • What features does a person need to be successful in fashion industry?

It’s important to be brave and don’t lose oneself.

  • Tell me about difficulties in fashion and street styling in particular?

Very often I returned to a hotel room after a fashion show and cried blaming myself. I spent time, money and did nothing to come closer to my goal. I hesitated to meet, to ask for contacts, to ask about work. Now I am learning to be brave. My family always supports me.

  • You are co-owner of IT Girl Personal Styling Agency. Is it just a commercial project?

No! I want people to be more beautiful and I try to show them the way to do it. The agency helps women to do styling, shopping and to save time and money. Unfortunately, today Instagram-girls set the trends of wearing Hermes shoes, Chanel or Louis Vuitton classic bag, Balmain ragged jeans, blonde curls and corrective makeup. The popularity of Instagram-girls creates Instagram-twins. In my opinion, it’s better to monitor and hunt streetstyle reports than to copy Instagram-girls’ style.

  • How do you make looks?

Every season I choose things that I like, collect basic clothes that I can wear every time, mix luxury and mass-market. I never spend a lot of money for shopping. The look from the last Paris Fashion week is a bright example: H&M total look except for the Burberry trench coat, Prada shoes and vintage clutch. I always buy clothes and accessories thoughtfully and carefully.


  • ef1e2cf2a2587d40a992ac57eb50eadfWhat are you favorite clothes?

I don’t have ones. I can wear just basic black and white cotton T-shirts and TOPSHOP blue high waist jeans and Acne studio dark grey jeans… I mix them with colorful shoes, jackets, accessories.

  • Share with us some fashion tips.

I prefer clean and bright colors, ordinary cut, simple lines and colorful accessories. The look should make an impression of spontaneity and lack of preparation. And of course it’s very important to be honest with yourself.

What is the image of the ideal life?

The most important thing in my life is my future family, my husband and children. I would like to travel and visit fashion shows together with my children. Together and forever. I promote family values.


Who is IT?

Who is an IT-girl?

What do we know about IT-girls? Is there one term that is less clear among thousands of fashion terms? New fashion subculture has long historical roots. According to Wikipedia, the phrase has originated as slang in British society of the upper class at the turn of the 20th century. Everybody knows Rudyard Kipling who used a term “IT” in his short story “Mrs. Bathurst”. In 1927 an English writer Eleanor Green titled her book “IT”. In the same year Paramount Pictures made a movie based on the book. The production studio introduced a phenomenon of a Hollywood IT-girl as a young sexually attractive girl who was in the public eye. That was not a surprise that after the movie the leading actress Clara Bow became the first official IT-girl. efd753b43619bffa6b5dea2b61c0b11d

The next one was Audrey Hepburn.7e22ba484ef5ed2f301e5199575b5e5a  In the 2000s Sarah Jessica Parker had no choice but to hit the jackpot with the “Sex and the City”. After that, creative directors of luxury fashion brands decided to use young girls with famous names as a marketing tool. Chosen ladies became ambassadors of style. Hedonism was used as a powerful force to occupy fashion market. Young ladies put spirit into gloomy classics like Chanel’s tweed jacket. Having a unique sense of style and courage, they started to mix old and new ideas. Subsequently, with a sniper’s accuracy they hit the masses with new looks. The development of gadgets and software kept up with the epoch of IT-girls, street stylers and bloggers. Their collective dialectic became a good soil for a subculture to expand to all chains of fashion business. It was the time when fashion moved from streets to runways and still stayed fashion.


The IT-girl’s standard ranges from continent to continent. But as a rule, these girls are well-educated and intelligent, have a good sense of style and a fine taste in music, art, cinema. Real fashion world hates stupid. IT-girl has a strong personality.

As for me, the IT-girl is a stylish and trendy girl, charismatic and attractive woman, in other words “some kind of femme fatale”. Millions of people love and follow IT-girls, others hate them, but everybody envy them.

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Last summer I had an honor to meet and spend some time with the IT-girl. I also asked some questions that grew up into interview. The interview coming soon…


Screenshot_2015-05-13-20-15-23Inspired by black color and YSL-icons I decided to make a VERY amatuer video to show how I do feel YSL spirit. As you know all my looks I buy on YOOX, NET-A-PORTER.

Silk dress Saint Laurent

Viscose top with open back Alexander McQueen

Shoes Roberto Cavalli

Earrings BVLGARI

Belt vintage


Let’s see the video, let’s judge and leave your comments! Please enjoy!


I am happy to announce the beginning of my contribution to LuxAddicted and special for main character ISA. There are short stories about life, love and fashion at the French Riviera.

About two years ago I met ISA and worked with her as a fashion stylist. Time later we became a good friends. I call her my MUSE. Look at my styling editorial with her, please, and you will understand!



Ladies and Gentlemen! Get to the point! My first story “Two milk glasses. Part I”. Don’t be too strict…


Sport car wheels were adding miles every second on hot asphalt highway. On the left side the Mediterranean covered all possible to an eye angles without any borders.

As the day was close to the its end like when we see a silhouette of moon in the daytime, the waves were getting ready to meet the night.

Isa’s body has been thrown in the seat from one side to another on the hairpin bend of serpentine. At times, she stopped at the curb; catch her breath to calm down nausea. She gave more then 2 years to those territories and roads, but could never come in agreement with the local mountain scenery and intricate turns of the track. During those years, Isa accustomed her wardrobe to the unusual climate. Spoiled by cool climate, being lover of soft angora wool and sable fur, she again reshaped her views and preferences. On the labels «silk» and «cotton» instead of «lamb wool» were increasingly loomed. “Sonya Rykiel” was tightly packed in trunks and was silently hanging in the spacious dressing room. The most famous knitwear of this legendry French went to the back of the little life stories of female life flowing in hot temperature of the French Riviera. A word of espadrilles, which used to be associated only with the Spanish military, quickly materialized in the life of Isa’s colourful variety of options.

no5The airport was about ten miles. Heart was vividly thrilling with the sensor level of gasoline, which strongly resembled the depletion of the tank. Wheels and speed were ringing closer the long-awaited meeting, which promised a peaceful inevitable resurrection after breaking up. Strong female hands compressed the steering wheel in trembling excitement, the smell of perfume caused infinitive irritation and intoxication. Isa, the same Isa, who was courageously put together frayed jeans and Chanel №5 in a single day look, confused and spread out in space in exciting fever. An intellectual with a broken psyche without stopping chewed a bitter Swiss chocolate, watching the plane coming in to land.

On a small parking lot at the airport Isa stopped the engine and got out of the car. Burberry heels slowly but rhythmical created an attractive female self-confident sound on the way to the terminal.

Official free tranclation by ISA

For more information please go LuxAddicted.  Be free to leave your comments or contact me with any commercial or collaboration enquiries alexakras@gmail.com.

All I do is for you!

Yves Saint Laurent made my style. Chapter II

БезымянныйHow to mix “want” and “able” all together? Difficult task, isn’t it? Look of dream and amount of coins in pockets don’t match all time you want. World economic crisis, oil price, stock-market games, greedy boss, 8th pair of heels per month… Objective and subjective factors influence the quality and quantity of clothes in a wardrobe.

Today I propose to go worldwide shopping via internet you all have with a single aim TO LOOK LIKE YSL-GIRL.  Not bad, what do you think? And in spite of endless love to Yves Saint Laurent let’s choose clothes not labels.  “Buy less, choose well” \Vivienne Westwood\.

Here is the YSL pattern look which we are  seeking for. Black transparent silk blouse gives inkling of beauty of woman skin and body, flowing lines of the silhouette, and flirts with the whole world. Little shoulder bag is like woman heart, it is small but contains entire bouquet of feelings, thoughts and pretty-pretties.

Blouse, € 1.190; vinous leather bag, € 1.690; leopard leather bag, €1.390; red leather bag, € 1.190; all Saint Laurent Paris

Well, ladies, let me introduce you alternative for all budgets from democratic but high quality to high-class luxury brand.  You can continue shopping on www.yoox.com and www.net-a-porter.com or just click the pictures you like below. I have been a very satisfied Yoox customer for over 3 years. You can almost always find favorite designers on sale for ridiculously low prices, in addition Yoox often has many ongoing promotional discounts. As a shoeaholic, NET-A-PORTER by far my favorite place for shopping as for other thousands of fashion addicted. Besides I always enjoy advertising campaigns, photography and website design.

Blouse, KAOS, € 39,00; blouse, ANNARITA N. € 73,00; blouse, RICHMOND X, € 124,00
Blouse, VALENTINO,€1,890; Blouse, DOLCE & GABBANA, € 895,00;

b5d65462ad183337a63ff2933564b0a9 (1)So, bags under  €100 on Yoox.  It is not difficult task to “tame leather leopard” and don’t look like a horrible fashion monster if your blouse, trousers, shoes and, of course, make up are reserved and shy. But you should feel free to your lips with YSL red lipstick or laque gloss if you are go partying!

Bag, AB ASIA BELLUCCI, € 68,00; bag, LA FILLE des FLEURS, € 56,00

Bags under  €200.

Bag, CLASS ROBERTO CAVALLI, € 143,00; bag, ANGEL JACKSON, € 147,00; bag, LOVE MOSCHINO, €159,00

Bags more than €200 on NET-A-PORTER.

Yves Saint Laurent

Forget about buttons and look sexual and passionate in blouse or shirt, play fashion, feel your nature, free body, be a single lighthouse of style. Make your soul shake and shout under gentle silk.  Try all fashion tricks!

World-known style icons prefer BLACK.  Strong face, sharp glance, sexy V-neck, open slim ankle, always elegant and simple shoes. YSL-girl doesn’t contemplate new pair of shoes in a departnement store, she immediately buys it and insensibly turns it into a weapon. Among them Kate Moss,  Barbara Palvin,  Emma Watson. totallook2 totallook1


Yves Saint Laurent made my style. Chapter I

ae8e43dbae0123cbc9515e26f795730fI bought my first Yves Saint Laurent at the age of 21. It were classic fuchsia pumps with famous gold “YSL” sign inside. Then were the second, and the third…

Meanwhile “every year women of New York leave the past behind and look forward to the future…This is known as Fashion Week” (Candace Bushnell, Sex and the City). They felt a fashion spirit always keeping  fingers on the trend pulse and chose their own style. New York with Fashion Week was very far from me as Paris, London and Milan. Only new Vogue issue and pair of shoes made me feel that fashion is near by me.

6510ccf0f7602133e8c5a3342f062889At the age 24 I became a fashion insider and now I’m a part of difficult magic mechanism of fashionable world that is very demanded on the way you look. A strong sense of personal style makes people be unique.  “Fashion fades, style is eternal” Yves Saint Laurent once said. There are no seasons, no trends. A personality cannot be changed. Style is a non-verbal language. One day it shouts loudly , another it is shy. Everyday outfits makes me feel harmony and favorite white silk transparent blouse talks more than words.


Once after I have dropped a glance at Yves St. Laurent campaign  I saw reflection of my inner femininity. It seemed that glamorous smell of woman skin penetrate through the magazine and this woman from glossy page should be muse. She is a spotlight with heightened sex appeal. Season by season I convinced that YSL-girl brave and desirable. I want me to be SHE. I was born to wear YSL black smoking jackets.


Lace, silk, transparency and Masculine – Feminine balance, sexuality and black smoking. YSL-girl is a true icon, she is passionate and always carry red lipstick in the back pocket of jeans. Her beauty does not shout loud. It is quiet and charming like magic parisian night.

YSL-girl is not afraid to wear a wide-brim hat and forget about lingerie. She doesn’t smile to strangers.

Due to work of huge fashion team from couturier, models to photographer and stylist thousand women in the world feel themselves always self-confident and free. New YSL black dress is the best psychoanalyst and pill even if you feel depressed. Black by YSL is the happiest color ever.