What are your thoughts about the significance of this season given so many major designer debuts?
Fashion is moving so fast today that it’s easy to feel lost in all the noise. While new debuts are always exciting, I believe it’s more important than ever to slow down and focus on real design and craftsmanship. I feel that many fashion houses are changing creative directors in hopes of boosting sales. I really feel for the designers—it’s a huge amount of pressure, and not always a fair one. I think we need less noise and greater intention.
What excites you in fashion right now?
What excites me most is seeing how people connect emotionally to our clothes. Fashion is not only about how something looks but also about how it makes you feel. Through our pop-up stores, I get the chance to meet clients, observe their reactions, and understand how a garment can simply make them happy. When someone tries something on and suddenly smiles or stands a little taller, that’s the moment that reminds me why I do this.
What is one reason to be optimistic about the state of fashion going forward?
There’s a new generation of designers coming up with fresh ideas and strong voices. They’re not afraid to question the system or do things differently. That gives me hope.
What are the main elements that make your work unique and fulfilling?
My work is about offering something that feels different from what already exists. At Boyarovskaya, we focus on deconstructed elegance – clothes that are bold, minimal, and a little unexpected. We like to play with structure and functionality, using clean lines and clever details that lend each piece its own character. It’s fulfilling to create something that feels strong and modern, yet still wearable
What do you enjoy most about Paris Fashion Week?
It’s a chance to share our vision with people from all over the world. Being part of the official calendar is an honour, and it gives our work a bigger platform, credibility and wide exposure. I love seeing how people connect with what we do.
Do trends still matter?
For me, trends are not the priority. I believe in creating pieces that resonate on a deeper level – timeless in feeling and rooted in personal expression. Fashion should be about individuality, not just following what’s current.
What are the key cultural or societal influences shaping womenswear today, and how do they inform your creative direction?
More than ever, women are looking for clothes that reflect their values: freedom, individuality, and responsibility. Sustainability is no longer just a trend, it’s an expectation. At Boyarovskaya, we focus on conscious design: limited production, responsible sourcing, and timeless pieces designed to endure
Given current uncertainties, in what ways do you see brands/houses effectively driving business growth?
I think brands grow now by being honest and building real communities. It’s not just about the clothes, it’s about the story, the values, and how people feel connected to it. This is what truly makes the difference.
Tell us something surprising about how you got to where you are today.
We started the brand very young, with no money, just the two of us – my partner Artem Kononenko and I – in a small apartment in Paris, taking on freelance jobs to get by. We didn’t have a big plan, just a strong idea and the drive to keep creating. In the end, those challenges helped shape who we are and taught us to be resourceful.
In what ways is AI helping you develop and realise ideas that might not have been previously possible?
I’m still very much a hands-on, old-school designer. I respect technology, but I don’t see life or soul in it. For me, the most meaningful ideas come from human emotion, intuition, and experience.
Your brand is relatively young. How do you think you can develop it in the current fashion scenario?
These are challenging times for young designers, but I believe that staying authentic is the only way to grow. We focus on building a strong identity and connecting directly with our audience. I think that success today is not just about scale—it's about staying true to your story. We just keep building, step by step.
Can you share a mantra that speaks to this moment in time?
Give yourself time; do not rush the process. In a world that moves quickly, I believe it’s important to reflect, be patient, and trust your direction. We are defined not only by what we do, but equally by what we choose not to do.
This interview has been lightly edited.
