Designer Natalya Permyakova at Estet fashion week
Designer Natalya Permyakova presented a collection of elegant summer clothes at Estet Fashion Week on April 17, 2024. Permyakova's collections are distinguished by timeless femininity; the designer uses lace, guipure, prints and sophisticated silhouettes.
Designer Natalya Permyakova with a diploma of participation in Estet fashion week and founder of The Status Symbol magazine
Natalya Permyakova is a designer, participant in a fashion show for designers on the Fashion TV channel, founder of one of the most significant design competitions, “Crystal Mannequin”. Magazine The Status Symbol met with designer Natalya Permyakova to learn about the new collection and creative plans.
Model and founder of The Status Symbol magazine at Natalia Permyakova's show at Estet Fashion Week
Presenter Anna Kalashnikova took part in the show of the fashion house Elegant and Natalia Permyakova.
Presenter Anna Kalashnikova at Natalia Permyakova's show at Estet Fashion Week
Natalya, tell us about your creative path. How long have you been involved in fashion? I read that it has been more than 20 years.
Yes. That's right. I have been in the sewing business for 20 years. My journey began at the age of 16, when I finally understood what profession I wanted to connect my life with. At school, I was bullied by my classmates and dreamed that when I grew up, I would achieve success and prove to everyone that I was worthy of the best awards and heights.
I climbed the steps towards my dream. I always knew that I would not just be able to sew and cut. And that I will have my own author’s studio, personal brand and certain success. I wouldn't agree to anything less.
Of course, the path of a fashion designer is very difficult. Someone gives up and leaves this path. And someone persistently does their job step by step. And I had my ups and downs. But, no matter what anyone said, no matter what rumors they spread behind my back, I did not betray my dream. One day, when they told me to my face that nothing would work out for me, it became a trigger that worked for my benefit. I got very angry and decided, no matter what, I would prove to the whole world that I was the best. And I have my own path.
Years later, I realized that creating clothes and demonstrating them at various competitions and fashion weeks was no longer enough for me. I want to expand my horizons and set goals that take my breath away. This is how my two brainchildren appeared, which I will talk about below.
What is the concept or DNA Your brand?
My brand, called “Elegant,” directly characterizes the DNA of the brand. It's about elegance. About femininity. I have an atelier that is over 50 years old in the city center. Previously, it was a garment factory with three floors. And 10 years ago, by a happy coincidence, I became the owner of this atelier. Since then I have been developing the Elegant & Natalya Permyakova brand.
Star Anna Kalashnikova at the fashion show of Natalia Permyakova
Our clients are girls and women of non-standard figures. We sew individual clothes of any range and from any fabrics and furs. We employ professionals of the highest ranks and with extensive experience. Some stood at the origins of Elegant.
What is the inspiration for your new collection?
My inspiration for creating a new collection was spring. This is a wonderful time of year when the spring colors of nature begin to appear from under the gray February snow. Bright colors and delicate shades.
My collection is dominated by lace fabrics. Today, clothes made of lace or guipure are very popular. This is just about femininity, sophistication and romance.
Tell us about your organizational activities in the fashion field. There are two competitions under your wing...
This is a regional children's creativity competition "Constellations of Talents" in Perm, which turns 10 this year. The competition is held in three categories: choreography, fashion theater and vocals. Back in 2013, I created a children's collection. But in my hometown then there were very few competitions and festivals for children. I thought that by creating my own competition, I could bring something new and fresh to the city. I decided that my competition should be different from all others by having gifts for each child performing on stage. Large packages of gifts for the laureates, a bright and fun show program. And also, only in “Constellations of Talents” children from orphanages appear on the same stage with the young participants and also show their results achieved thanks to their teachers. This is my contribution to children's creativity in my hometown.
This year we are celebrating the anniversary of the competition, which will take place on December 7 with a Moscow jury. I invite artists and stars to visit us in Perm. Who it will be, I can’t reveal the secret yet.
And this competition is my soul. My heart. About 1000 children from all over the Perm region come to us to perform every year. And everyone is awarded gifts solemnly on stage. And for me the greatest gratitude is when children run backstage to hug me. And parents and teachers thank us for such a competition.
At such moments I am the happiest person on earth!
The “Crystal Mannequin” competition has already been heard among fashion professionals and in the media. How did you manage to organize the design competition so well?
And the second project, which is already taking place in Moscow and this year will take place for the third time on October 26, is All-Russian design competition “Crystal Mannequin”. This is a competition for both sewing enthusiasts and professionals. This year the competition will be held in 5 categories: accessories, children's fashion, women's image, family look and designer of one dress.
The site was chosen as one of the best in Moscow. This is the Estet jewelry house. Podium 30 meters. Sound, light, dressing rooms, auditorium, spacious hall - everything is at the highest level.
With me is a team of assistants who are responsible for various areas in preparation for the competition.
In general, as an organizer, I am alone. All by myself. From creating the rules of the competition and finding a site. Before writing the script and purchasing gifts. Many people say - delegate authority. But these people forget that by shifting responsibility to another person, you cease to control the situation. This means you need to control the person to whom you delegated authority. It's a vicious circle. There is no point in entrusting something to someone if you still have to supervise him. You're just wasting your energy, nerves and time on it. And any business or business is your name and reputation.
I tried to do this several times. And every time it was a failure.
Besides, no one except me knows how it should be. Which is better and which is correct. What should be the sequence in the script, in the timing. I'm in control. And I am responsible for everything and everyone. Ultimately the demand is on me.
Responsibility is a powerful incentive to growth. A conscious, mature and wise person is one who is not afraid of responsibility. Who is responsible for his every word and action. A successful person is one who, having stumbled, got up, tried again, maybe more than a dozen times, but did not betray his dream. He schools towards his goal.
You can’t even imagine how scared I was when I held the Crystal Mannequin in Moscow last year. What a stress it was. The city is foreign, everything is foreign. But it worked! The competition was held at a decent level. And this year the competition will become even larger and brighter.
I get a healthy dose of adrenaline when I look fear in the eye. This is a kind of challenge to yourself. Will it work out or not? There is such wisdom: the eyes fear, the hands do. This is definitely about me.
There are no barriers when there is a heartfelt desire for the goal to come true. This is growth and movement. Whoever stands still degrades. And whoever is in constant motion is always purposeful and creates his life the way he wants it.
Photos: Esthete Fashion Week press service, photographer Andrey Nagovitsin
