How Lotta Volkova Became The Most Sought-after Stylist
How Lotta Volkova Became The Most Sought-after Stylist

Video: How Lotta Volkova Became The Most Sought-after Stylist

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Surely a couple of weeks ago, short, tight cardigans with fur trim, mini dresses in all shades of pastel with ruffles and feathers, and the most incredible combinations of floral and animal prints flashed in your social media feed. These were photos from the show of Blumarine - a popular brand in the 90s and early 2000s, which has been largely forgotten in recent years. It seems that this was the first surge of interest in the brand over the past seven years. Partly, of course, the matter is in the growing nostalgia for the time of the peak of Blumarine - the style of the late 90s is now not quoted only by a lazy (or very principled) designer. But there is a completely simple and rational explanation for this. The management of the brand took seriously its revival and went with trump cards: they invited, perhaps, the most popular stylist at the moment - Lotta Volkova to stylize the last spring-summer show.She thoroughly studied the brand archives, took the best from there and mixed it in her recognizable manner. The bottom line is that they talk about the once forgotten brand again, and then, we are sure, and this will affect sales. But how did it happen that our compatriot from Vladivostok, in just 5 years, became the most fashionable stylist in the world and a kind of crisis manager who can instantly resurrect a forgotten brand? We understand our material.

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