For Svetlana Fedina, fashion is more than simply a means to an ends, it’s an opportunity to make the world a better place. Her Amsterdam-based, organic clothing company—StillSveta—is challenging our preconceived notions of the role fashion plays in our lives and its contribution to the world.
“Fashion can be an effective way to convey a message serving a higher purpose other than merely improving appearances,” she explains. Fedina sees each collection as an “exploration of consciousness” aiming to raise awareness about climate change, animal care and a more sustainable way of life.
How? Here’s an example, each StillSveta coat is made from environmentally friendly fabrics and a percentage of profits goes to an animal charity. The coats are lined with a unique print, inspired by natural phenomena, created in a socially responsible printing organization. The result is street-chic, ready-to-wear that transcends seasons.
With a preference for block colors— pink, purple and turquoise—Fedina gravitates to fabrics such as organic wool and cashmere, choosing “soft and cuddly options” which make the wearer feel comfortable-yet-stylish.
Creating both men’s and women’s wear she finds inspiration in the style of the “U.K. gentleman” and big city street wear. Her vision? Somewhere between the two, she adds.
As for wear-ability, Fedina is aware of her Amsterdam-based market. She’s able to combine her creative vision with the needs of her customer base which is rapidly increasing. “I find that many people in the Netherlands like to ‘play it safe’ by wearing black,” she says. “It’s one of the reasons why my last collection is manly based on black wool. However, I do have some injections of pink and blue colors.”
Originally from Moscow, it was her move to London which provided the inspiration Fedina needed to pursue her love of art and fashion. “At that time, I styled fashion and still life photography,” she explains. “In 2014, I decided to move to Amsterdam. This is when I found my purpose: fashion design for causes I care about.”
In a world of fast fashion and throw-away goods, StillSveta is proving that there is more to fashion than fabric. Here, is another medium to make a difference in a creative-yet-engaging way. Still at the early stages of the brand, StillSveta is definitely one to add to your watch list. ANASTASIA RUBIN — StillSveta.com