Lotta biography

Vkonkakte who is the culprit of the popularity of Vetements, the faithful comrade Goshi Rubchinsky, the queen of the Parisian underground, the fashionable arbitrator of his generation and the most cool stylist of our time? Of course, this is Lotta Volkova Adam. It was she who introduced this “new Russian” style of “guys from the region” into great fashion. The wording of “Demna Factor”, which now flickers in the cype of releases on the collection and means the clear presence of the influence of Vetements, is also partly quite significant.

Lotta was born in Vladivostok in the year, almost on the eve of perestroika. Here is an unambiguous hint of the origin of such an extraordinary nature - the parents of Lotta are also those inventors and daredevils. For Soviet times, such a name is a choice, to put it mildly, extraordinary. Such as Lotta just do not become. Her dad was a sailor, constantly traveled and brought his daughter foreign gifts.

That is, Western fashion appeared in her life much earlier than overwhelmed the post -Soviet space. Perhaps that is why, having graduated from school at 17, Lotta waved to London to study art in Central Saint Martins. In m, she has already founded her first brand Lotta Skeletrix. It was a street fashion, with elements of a new wave, a punk and a post -punk. Even in words, the similarity with what is now happening in Vetements, Gosha Rubchinskiy and Balenciaga.

After the first show, Volkov even began selling her creations at Dover Street Market, but soon realized that she had never thought of engaging in design, moved to Paris and retrained to the stylist. As she says, the process went by itself. In Paris, her historical acquaintance with Gosha Rubchinsky took place. And it was mutual understanding from the first word. Lotta herself is sure that they are close at some intangible level-they were born in one year, grew up in a similar environment, they have about the same memories and the identical mentality.

Then she also met Demna Gvasalia, and started. Demna realized that they had a lot in common, and invited Lott to work together on the first collection of Vetements. The views came together on the post -Soviet aesthetics, with which until then the Western fashionable audience was familiar with extremely hat. The adventure was not doomed to success, but the provocation always causes a surge in interest.

In the case of Vetements, he had a continuation - circles on the water are still going on and so far do not think to stop. The so-called cranberries-pseudo-Russian with bears in felt boots, earflaps and ruddy cheeks Marfushi from the film “Morozko”-Lotta Volkova, Demna Gvasalia and Gosha Rubchinsky contrasted a new nostalgic idea of ​​the post-perestroika time of change.

Also exaggerated, in some places ironic and whale, but still real. Even hyperreal. They erected a bad -cub of the Russian hinterland to the rank of advanced fashion. Who would have thought 20, even 10 years ago, what would happen? Lotta Volkova is the most striking example of the Vetements style. She is his quintessence. Sports socks with ankle boots, cowboy boots on the thigh, sportsmen with boats, huge men's jackets and grinded jeans - in her spirit.

The appearance of the lotta on the catwalk is the nail of the program of each show. Together with Dement and Gosha, they brought to the industry models of unusual types similar to teenagers-raver, panka and courtyard children. For the most part, the images correspond to reality. The hairstyle of Lotta deserves special attention. A haircut under the pot, as it is customary to speak, made a lot of noise in the West.

All of the above - the components of the very style that the guys cultivate and whose popularity is the phenomenon in fact phenomenal. The hunt is now following him. Lotta does not work on one front. Stylizes advertising campaigns, shootings and entire collections. Sender Laca's debut with his own brand Sies Marjan in February would hardly become so successful without her participation.

The brand has become the most discussed among the young. The second collection was expected with special impatience. What is the secret to the success of the stylist Lotta Volkova? Perhaps in her instinct. Lotta feels where the fashion is moving. According to her, in the modern world there are no more subcultures. The boundaries between them are erased. The one who is now putting on a Pankovskaya T -shirt does not have to be a punk.

For a second, it is pleasant to feel your belonging to any social group. Therefore, it is so important for the stylist to study and understand the codes of these uniforms. As you probably managed to notice, Vetements, and now Balenciaga has a lot of similar references. Biker jackets and leather overalls, cowboy boots, school uniforms, oilcloths and leather aprons, such as those that they wear blacksmiths, jeans on a belt, hoodies and rustling tracksuits, like gopniks, already mentioned Pankovsky T -shirts and so on.

Lotta says that clothes should convey the mood, help to enter the image. It is always nice to try on some kind of textbook image. Playing with stereotypes is not shameful, people easily associate themselves with them. And I understand that the final result is a product that should be well sold, ”says Lotta.Somewhere we have already heard that.

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