Alisa Kuzembaeva "Missed Deadline"
Alisa Kuzembaeva is creating a voice for women through scholarly merits and sophisticated designs. Originally an architecture student before switching her undergraduate to fashion and womenswear and eventually earning a MA from London’s Royal College of Arts, Kuzembaeva makes it apparent that an architectural approach to creative design is hardwired in her brain. With a history of geometric shapes, fine lines, vivid colors, and sharp angles in her pieces, Kuzembaeva answers the ongoing question that has been asked for centuries: Are architects considered artists? The answer is yes! As an architect and a high-fashion clothing designer, Kuzembaeva’s designs express practicality, uniqueness, and mobility, and now in her newest AW2017 campaign, “Missed Deadline,” sexiness and refined maturity of women.
June 20, 2017
Labels: May I introduce
With an artistic approach of attempting to express emotion through a visual form, Kuzembaeva mastered slogan-dressing back in 2015 with her “Nice Lies” campaign which debuted at the Ukraine fashion week Mercedes-Benz Kiev Fashion Days. “Nice Lies” was a campaign about the natural consciousness that many females have from a young age and how many women are desperately seeking truth in a world of lies. Much like her “Nice Lies” campaign, Kuzembaeva’s “Half Holiday” campaign expresses female emotion through visual aesthetic as well, and now female awareness is seen again in her “Missed Deadline” campaign.
In an interview focusing on her SS17 “Half Holiday” collection, Kuzembaeva tells the readers of Sugar Magazine that the starting point of her interest in fashion came pretty unexpectedly: “I was inspired by a Brazilian soap opera called ‘Maria’, where the lead heroine was a seamstress.” Much like the independent heroine in the telenovela, Kuzembaeva’s designs represent an independent woman aesthetic in structure and colors that remain neutral yet mature. Kuzembaeva continues to explain how, “The collection explores the idea of self-esteem, acceptance, and dreaming. It’s a half holiday, and suddenly you have time for your own. Visual component was based on works of Robert Morris. Artist used simple shapes, and observe changing forms under gravitation and time. In spring/summer collection basic, common shapes undergo physical changes under the spirit release.”
While Kuzembaeva’s SS17 collection seems to have a scholarly focus, her “Missed Deadline” campaign shows how her style is maturing season by season. It seems like we’re following Kuzembaeva’s own intellectual journey from a recent graduate onto a successful business woman focused on...well, meeting deadlines. But more important than the journey of an intellect, Kuzembaeva’s most recent campaign represents the journey of a maturing woman and how she is seen to others. “Missed Deadline” includes designs that have not been featured in Kuzembaeva’s other campaigns, such as collared button-down shirts, office-friendly looks, and an entire wardrobe of faux-fur coats, vests, and bags. I’ve always believed that faux-fur is a wonderful feature to a collection because it shows people that there ARE healthy vegan alternatives for a style that someone may really enjoy the looks of but doesn’t particularly stand for- and now these faux-fur designs are work friendly too! Kuzembaeva creates perfect substitutes for what would normally be an animal derived product and instead welcomes a line that is perfectly safe for all beings involved. The only slight negative of the line is that the structure and durability of many of the pieces are representative of Moscow weather and may not be suitable for even Berlin’s fickle temperature.
“Missed Deadline” is a continuing saga of a campaign that is representative of all things women: the ongoing changing look of a woman, her mind, her consistent growth, her intellectual power, her reputation, but also, her femininity, her delicacy, her structure, her rhythm, and the influence she has others.
My favorite pieces of the collection have to be the black splattered trench-coat and the orange faux-fur handbag. Anyone who can make orange go so well with black & white splatter definitely has talent.