“During quarantine, I have had a lot of time to reflect. When things change, you start to understand what you had before. I miss going to the office, creating and working with my team. I love what I do even more than I thought I did!
The creative process has changed with the closing of our atelier and we’re being challenged as a company to step up and deliver as we adapt to the new normal. I am proud of my team and the responsibility they feel towards the label.
Personally, I remain positive and optimistic. The fashion industry is making a big shift with the accepted norms and schedules being challenged for the first time in 50-plus years. People’s values have changed overnight. Brands are questioning which costs are necessary and what it will bring them; from public relations to working with influencers and opening new boutiques. They’re questioning the speed at which the fashion industry worked; it was neither sustainable nor healthy, especially for most younger labels.
Kristina Fidelskaya shows on-schedule during Paris Fashion Week, but with Men’s Fashion Week cancelled, who knows what will happen come September. We continue to do what we can and aim to be ready to participate in whichever form. At the end of the day, luxury isn’t a necessity, but somehow I believe people need it.”
Lead image courtesy of Instagram/kristinafidelskaya
Harper's Bazaar Arabia May 2020 Issue.