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AV’s interview with Steve Spear for Pure, London – SS’15

By AV Team

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Introducing AV by Adriana Volushchuk

Introducing AV by Adriana Volushchuk

New brand alert – catch it at Pure

She creates upscale designs with clean, sporty, modern, confidence and she’s after some new independent accounts. Say hello to Adriana Volshchuk, the architecture-trained designer behind one of this Pure’s exciting debutantes.

What is the brand personality?
Contemporary, expressive, bold and confident

Why did you launch the label?
I felt that there was a gap in the market for the versatile dress that could take you from work place environment to cocktails with your girlfriends.

How did you start?
I started designing dresses for myself because this concept was not on the market. Friends and strangers started to ask me where I got it from and I decided to launch the brand.

How has it gone?
We are still a young label focusing on strengthening our brand and relationships with our customer base. We are strong believers in taking slow steps (rather than dramatic push) into the right direction, growing and developing our range. We believe in organic growth!

How many accounts do you have so far? 
Three. We’re UK only for AW14-15, but we are looking to expand internationally going forward

What are the average prices?
The wholesale price range is £60-150. We recommend a 2.7 mark up.

The next theme of Pure is architecture, which you trained in at Central St Martins. How does that influence your designs? 
Having studied architecture for four years and worked in an architectural firm, I have greater appreciation for clean lines, and for most of the collection, my inspiration starts with buildings and elements of interior design.

What materials do you most like working with? 
Neoprene is a great fabric to create structural garments. But I also like to combine different fabrics to manipulate the silhouette of the body. However, silk is one of my favourites, it adds femininity and emphasises a woman’s shape.

Who do you have in mind when designing?
The AV woman is feminine and expressive, with an accent on individuality and independence. Her look is timeless – yet never the same; playful – yet grown-up, understated – but defined. She wears clothing that effortlessly takes her through the day and beyond. She is not afraid of colour.

What are your expectations of Pure?
We are looking forward to be part of Pure and its new development, the Agenda area. Pure is a well-established show but we feel there was definitely a gap in mid to high end ready to wear fashion, and they brought their attention to and placed a heavy emphasis on contemporary, higher price point ranges. We are hoping to see a nice buzz and excitement around the new area, with the right buyer coming through the doors.

What do you want to achieve in the UK?
We are looking to open up to eight new accounts for SS15.

What sort of retailers do you admire in fashion or beyond?
We love working with independents. Attention to detail, broader garment selection, impeccable service are their key advantages.

What is your own favourite piece of clothing?
A pair of Rag & Bone jeans that can be dressed up or down.

What is your earliest memory of fashion?
I was very much inspired by my grandma’s outfits during the repressive Soviet Communist regime. Her bright, elegant and feminine outfits brought back from her travels across Europe brought to my attention the possibility of expressing yourself through fashion.


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