I worked with Ksenia Shabalina for a year: she was in charge of photo sessions and external communications and then left to Moscow. Now, photo sessions are organized by Zalina Shokarova, who previously worked in Ksenia's team. We have a very calm duet, with no pressure; we listen to and respect each other.
I cling to everything that happens around me, some words my friends say, some details, or a passing by woman, and build a story around it. For example, for a new silk collection campaign, Zalina found a very beautiful girl from Belarus who works as a model in Paris. Sometimes a person enraptures you so much with their beauty that you want to tell your own story about them. I flew to Italy, bought a lot of silk, and imagined this girl as the heroine of my "silk story". She flew to St. Petersburg and we organized a photo shoot.
Everything works out when everyone listens to how they feel. I have never wanted to say: "This is how I see and this is how you must show it." There is the product, the material with which I work — this is the result of my efforts. And there is Zalina and our current photographer Anastasia, who see it in some other way.
We have a joke about everything coming together in the end. We never set any strict goals or tasks: everyone does what they love and want, and then we get this excellent result. We just say: "It all came together." If I have missed a photo shoot and ask Zalina how it was and her reply is everything came together, I understand that it went all fine.